For all prospective and current advertisers, this practical guide looks at those newspapers, magazines and other, miscellaneous publications such as directories which are collectively known as "the press". National, regional and free publications, who's who in the industry, advertising facts and figures and the do's and don'ts of running a press campaign are examined in detail. The reader is shown how to analyze his or her business, research the market, establish a budget, use an advertising agency, plan a schedule, create advertisements, buy space, conduct a trial run, make changes and assess results - all of the key ingredients for success. The text is fully illustrated with award-winning advertisements and rate cards and complete with useful contacts and recommended reading sections.
- ISBN10 185252118X
- ISBN13 9781852521189
- Publish Date 24 May 1993
- Publish Status Cancelled
- Out of Print 2 July 2008
- Publish Country GB
- Publisher Management Books 2000 Ltd
- Imprint Mercury Business Books
- Format Paperback (UK Trade)
- Pages 160
- Language English