Advertising and Marketing Complete Handbook: Your 21st Century Advertising and Marketing Book (Advertising Studies Textbook Series)

Author: M. Hexter Gordon Lewis, written by Zhu Lilei and Zhang Yi
Publisher:
Publish Date: 2002-02-01
Features: This book answers "how to" to maximize the impact of advertising and "how to" to effectively leverage the efficiency of marketing methods. It provides an unbiased dissection of every media, telling you what to do and what to avoid. Combined with the most successful advertising works, it focuses on guiding how to write effective business advertisements, magazine or online catalog advertisements; how to make classified advertisements, insert advertisements, and yellow page advertisements yield maximum returns; how to use telephones and flyers for sales; how to use television direct response and television advertisements, radio advertisements; how to distribute promotional items; copywriting techniques; how to sell to the elderly; how to conduct follow-up mail advertising. It cites examples from success and failure, excellence and mediocrity, strengths and weaknesses, wonders and foolishness, drawing from all sides and being versatile. The entire book does not contain any theories that have not been tested in practice. All the views are based on solid experimental research.