Advertising and Marketing Complete Handbook

Author: Me. Hetchel Gordon Lewis, written by Zhu Lilei and Zhang Yi (Translated)
Publisher:
Publishing Date: 2002-01-01
Features: This book answers "how to do" in order to maximize the impact of advertising and "how to do" to effectively leverage the efficiency of marketing methods. It dissects each medium impartially, telling you what to do and what to avoid. By combining the most successful advertising campaigns, it focuses on guiding how to write effective business advertisements, magazine or online catalog advertisements; how to make classified ads, insert ads, and Yellow Pages ads yield maximum returns; how to use telephones and flyers for sales; how to use telesales and television commercials, radio ads; how to distribute promotional items; copywriting techniques; how to target seniors for sales; how to conduct follow-up mail advertising. It explores both the successes and failures, strengths and weaknesses, brilliance and foolishness, citing a wide range of sources and strategies. Every perspective in the book is based on solid experimental research and has been tested in practice.