Advertising Manager's Handbook

by Bly, Robert W.

• ISBN13: 9780137571888
• ISBN10: 0137571887
• Edition: 2nd
• Format: Hardcover
• Copyright: 1998-11-01
• Publisher: Prentice Hall Direct

Summary

Scores of instant problem solvers for advertisers of all sizes show how to achieve impact and remain on time and within budget Features winning guidelines, models, worksheets, checklists, and formulas.

Table of Contents

Preface to the First Edition	vii	(2)
Preface to the Second Edition	ix	(2)
Acknowledgments	xi
Part I: Planning	3	(114)
1. Advertising: Its Place in Modern Marketing	3	(28)
2. Defining Your Product	31	(21)
3. Defining Your Markets	52	(19)
4. How to Set Your Advertising Budget	71	(27)
5. The Marketing Communications Plan	98	(19)
Part II: Tasks	117	(410)
6. Magazine Ads	117	(35)
7. Newspaper Advertising	152	(24)
8. Evaluating and Buying Media	176	(22)
9. Scheduling Your Advertising Program	198	(13)
10. Yellow Pages and Directory Advertising	211	(13)
11. Television Commercials	224	(25)
12. Radio Advertising	249	(14)
13. Sales Brochures	263	(34)
14. Catalogs	297	(29)
15. Direct Mail	326	(29)
16. Postcard Decks	355	(9)
17. Telemarketing	364	(30)
18. Publicity, Public Relations, and Press Releases	394	(33)
19. Placing the Planted Feature Story	427	(18)
20. Trade Shows	445	(14)
21. Speeches, Slide Shows, and Presentations	459	(13)
22. Promotional Videos	472	(9)
23. Billboards and Signs	481	(11)
24. Market Research	492	(13)
25. Promotional Newsletters and Company Magazines	505	(22)
Part III: Production	527	(42)
26. Graphic Design	527	(15)
27. Photography	542	(7)
28. Illustration	549	(8)
29. Print Production	557	(12)
Part IV: Electronic Marketing	569	(64)
30. Fax Marketing	569	(13)
31. Marketing on the Internet	582	(32)
32. Electronic Collateral	614	(6)
33. Database Marketing	620	(13)
Part V: Advertising Management	633	(52)
34. Choosing and Working with Ad Agencies, PR Firms, and Freelancers	633	(27)
35. Inquiry Handling and Fulfillment	660	(25)
Appendices	685	(70)
A: Bibliography	685	(6)
B: Software	691	(3)
C: Forms	694	(11)
D: Organizations and Conferences	705	(2)
E: Recommended Vendors	707	(4)
F: Sample Documents	711	(35)
G: Precopywriting Checklist	746	(3)
H: Postal Rates	749	(2)
I: Web Sites	751	(1)
J: Advertising to Sales Ratios by Industry	752	(3)
Index	755