Advertising and Marketing Complete Handbook: Your All-in-One Advertising and Marketing Book for the 21st Century

Author: Hexter Gordon
Publisher:
Publish Date: 2002-02-01
Features: This book answers "how to" maximize the impact of advertising and "how to" effectively leverage the efficiency of marketing methods. It examines each medium impartially, telling you what to do and what to avoid. Combined with the most successful advertising campaigns, it provides focused guidance on how to write effective business ads, magazine or online directory ads; how to make full-page ads, insert ads, and Yellow Pages ads yield maximum returns; how to use telemarketing and flyers for sales; how to utilize television direct response and television commercials, radio ads, and how to distribute promotional items; copywriting techniques; how to sell to the elderly; how to conduct follow-up mail advertising. It explores the successes and failures, strengths and weaknesses, brilliance and foolishness of follow-up mail advertising, citing examples from all sides. There is no theory in this book that has not been tested in practice. All the ideas are based on solid experimental research.