A comprehensive handbook that takes the reader step-by-step through the planning and implementation of a successful advertising campaign. How to Produce Successful Advertising discusses every stage of the advertising process and this fully updated third edition also includes extensive coverage of advertising on the Internet.

This highly practical text offers step-by-step guidance on making the most of your advertising budget by looking at setting precise objectives, defining the target, planning, selecting the best medium, developing the message etc.

A handbook offering advice on making the most of an advertising budget. It looks at: setting precise objectives; defining the target; planning; selecting the best medium; effective medium buying; developing the message; production; budgetary control; and evaluating and effects.

The legendary marketing consultant shares the secret to getting the most out of your advertising—by being outrageous—in this classic small business guide. When a sprinkler malfunctioned at his Baltimore menswear store, Bill Glazer could have done the normal thing and sold the wet merchandise to a Jobber—a business that buys damaged goods in bulk. Instead, he did something OUTRAGEOUS: he created an out-of-the-box ad campaign that resulted in far better returns. And it was easy. In this classic guide to small business advertising, Bill teaches readers the secrets to advertising that actually works. Rich with examples and stories showing exactly how to implement a successful OUTRAGEOUS program, this book cracks the code on getting noticed in ways that increase your sales!

Develop sound advertising plans and successfully implement your strategies following the tips and techniques presented in nine easy-to-use chapters. Includes illustrations, worksheets, planning documents, and case studies.

A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business." Told with brutal candor and prodigal generosity, David Ogilvy reveals: • How to get a job in advertising • How to choose an agency for your product • The secrets behind advertising that works • How to write successful copy—and get people to read it • Eighteen miracles of research • What advertising can do for charities And much, much more.