The advertiser's manual
| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
New York :
John Wiley & Sons ,
c1988
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| Subjects: |
Table of Contents:
- 1. Advertising on both sides of the Brain
- 2. How to work with an advertising agency- and like it
- 3. What every advertiser should know about agency costs
- 4. How to choose the agency right for you
- 5. The alterrnatives to an advertising agency: in-house and La carte
- 6. Know thy corporation
- 7. To find the problem is to find the solution
- 8. Consumer, who are you?
- 9. So swings the Pendulum
- 10. Around the world in 30 minutes
- 11. Making sense out of media
- 12. People are products, too
- 13. Tools of the trade: words and pictures
- 14. Know thyself