Advertising Manager's Handbook

Overview

This is a book for advertising managers and other people who are responsible for planning and managing their organization's advertising program. The Advertising Manager's Handbook can help you plan, implement, and manage an effective, successful advertising program-one that can get your message across, build your image, make your product famous in the marketplace, generate leads, build sales, motivate distributors, and achieve any other goal you desire.
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Overview

This is a book for advertising managers and other people who are responsible for planning and managing their organization's advertising program. The Advertising Manager's Handbook can help you plan, implement, and manage an effective, successful advertising program-one that can get your message across, build your image, make your product famous in the marketplace, generate leads, build sales, motivate distributors, and achieve any other goal you desire.
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Product Details

  • ISBN-13: 9780137571888
  • Publisher: Toolkit Media Group
  • Publication date: 11/1/1998
  • Edition description: Subsequent
  • Edition number: 2
  • Pages: 800
  • Product dimensions: 8.46 (w) x 11.10 (h) x 2.30 (d)

Table of Contents

Preface to the First Edition
Preface to the Second Edition
Acknowledgments
Pt. I Planning
1 Advertising: Its Place in Modern Marketing 3
2 Defining Your Product 31
3 Defining Your Markets 52
4 How to Set Your Advertising Budget 71
5 The Marketing Communications Plan 98
Pt. II Tasks
6 Magazine Ads 117
7 Newspaper Advertising 152
8 Evaluating and Buying Media 176
9 Scheduling Your Advertising Program 198
10 Yellow Pages and Directory Advertising 211
11 Television Commercials 224
12 Radio Advertising 249
13 Sales Brochures 263
14 Catalogs 297
15 Direct Mail 326
16 Postcard Decks 355
17 Telemarketing 364
18 Publicity, Public Relations, and Press Releases 394
19 Placing the Planted Feature Story 427
20 Trade Shows 445
21 Speeches, Slide Shows, and Presentations 459
22 Promotional Videos 472
23 Billboards and Signs 481
24 Market Research 492
25 Promotional Newsletters and Company Magazines 505
Pt. III Production
26 Graphic Design 527
27 Photography 542
28 Illustration 549
29 Print Production 557
Pt. IV Electronic Marketing
30 Fax Marketing 569
31 Marketing on the Internet 582
32 Electronic Collateral 614
33 Database Marketing 620
Pt. V Advertising Management
34 Choosing and Working with Ad Agencies, PR Firms, and Freelancers 633
35 Inquiry Handling and Fulfillment 660
A: Bibliography 685
B: Software 691
C: Forms 694
D Organizations and Conferences 705
E Recommended Vendors 707
F Sample Documents 711
G Precopywriting Checklist 746
H Postal Rates 749
I Web Sites 751
J Advertising to Sales Ratios by Industry 752
Index 755
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