Advertising age handbook of advertising / Herschell Gordon Lewis, Carol Nelson ; foreword by Rance Crain.

Includes index.

Foreword / Rance Crain -- 1. The purpose of advertising -- 2. Planning the communication -- Interview with Cliff Einstein -- Interview with C. Michael Palmer -- 3. Budgeting -- Interview with Valentine Zammit -- 4. Creative strategy -- Interview with A. Keith McCracken -- 5. Media -- 6. Production -- Interview with Tom Veazey -- 7. Testing and research -- 8. Evaluation: relating results to the message -- and to the objectives -- 9. Poised at the edge of the springboard -- Interview with Charles D. Peebler, Jr. -- App. A. Marketing to African Americans: new realities today, new visions for tomorrow / by Stedman Graham -- App. B. A classic agency approach to the question of compensation.

Writing in a friendly, engaging style, authors Herschell Gordon Lewis and Carol Nelson cover every facet of a modern advertising campaign with authority, including determining the objectives of your ad campaign; planning and strategizing your approach; Allocating the appropriate budget in order to get the results you want; identifying your product's Unique Selling Proposition (USP); choosing the most efficient media (from the ever-increasing number of options, including print, television, online, and alternative media); testing an advertisement's potential effectiveness; and evaluating your campaign's results.