Herschell Gordon Lewis - Advertising age handbook of advertising
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Think of Advertising Age Handbook of Advertising as your handy guide through the bumps and curves of the new advertising landscape. . . . Whether youre already in advertising or thinking of making this fascinating and dynamic field your career . . . youll be glad to have our guide on your bookshelf. --Rance Crain, Editor-in-Chief, Advertising Age From the most authoritative publication in the advertising industry comes this definitive guide to understanding and making the most of your advertising opportunities--Advertising Age Handbook of Advertising by Herschell Gordon Lewis and Carol Nelson with a foreword by Rance Crain, editor-in-chief of Advertising Age. The ultimate guide for navigating the dizzying array of opportunities and media available to todays marketers, Advertising Age Handbook of Advertising offers practical, useful advice and insight from one of the most well-respected publications serving the business community.
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NTC NTC Business Books NTC/Contemporary Publishing Group
Page ii
Library of Congress Cataloging-in-Publication Data
Nelson, Carol, 1953 Advertising age handbook of advertising / Carol Nelson and Herschell Gordon Lewis; foreword by Rance Crain. p. cm. Includes index. ISBN 0-8442-3670-5 1. AdvertisingHandbooks manuals, etc. I. Lewis, Herschell Gordon, 1926 . II. Title. HF5823.N361998 659.1 dc21 98-8362 CIP
Quotations from Advertising Age used with permission.
Cover design by Todd Petersen Interior design by Impressions Book and Journal Services, Inc.
Published by NTC Business Books A division of NTC/Contemporary Publishing Group, Inc. 4255 West Touhy Avenue, Lincolnwood (Chicago), Illinois 60646-1975 U.S.A. Copyright 1999 by NTC/Contemporary Publishing Group, Inc. All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior permission of NTC/Contemporary Publishing Group, Inc. Printed in the United States of America International Standard Book Number: 0-8442-3670-5 99 00 01 02 03 04 LB 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1
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1998