Complete Guide to Advertising

With a forward by Barry Day this lavishly illustrated book is quite simply the complete guide to advertising. It covers such topics as: Why advertising sells; How to choose and agency; How to write an ad; How to plan a campaign; Selecting the best media; How to get the best deals on space; Why ideas should be pre-tested; When to schedule marketing decisions; How to commission photographs; How to choose effective type-faces; How to decide budgets - and much more.