| Author | Lewis, Herschell Gordon, 1926- |
|---|---|
| Title | Advertising age handbook of advertising / Herschell Gordon Lewis and Carol Nelson |
| Imprint | Lincolnwood, Illinois : NTC Business Books, 1999 |
| Descript | xi, 228 p.; 23 cm |
The purpose of advertising -- Planning the communication -- Budgeting -- Creative strategy -- Media -- Production -- Testing and research -- Evaluation: relating results to the message and to the objectives -- Poised at the edge of the springboard
| LOCATION | CALL# | STATUS |
|---|---|---|
| Communication Arts Library | 659.1 L674A 1999 | CHECK SHELVES |
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