The Benevolent Dictators: Interviews With Advertising Greats

Cummings, Bart

Business & Money

Crain Books

First printed in 1963, How to Become an Advertising Man has stimulated thousands of long-term practitioners and neophytes alike to greater achievement by showing concisely with insight, wit, an fact what advertising really is, how it works, and what one must understand do to be successful in its practice.

How to become an advertising man

Young, James Webb

Marketing & Sales

Successful direct marketing methods

Stone, Bob

Management & Leadership

The bible of media planning for more than 25 years, Advertising Media Planning gives you the proven essentials of planning, purchasing, and evaluating the effectiveness of advertising Discussions of media planning as the “noncreative” side of advertising miss the boat entirely. A successful media plan requires creative decisions on media, time frames, dollar distribution, and more. In addition to having in-depth knowledge of available media resources, the best media planners must also be strategic experts in marketing, advertising, research, and finance. Through five previous editions, Advertising Media Planning has proven to be essential to the success of both practicing and aspiring media planners. Now in its sixth edition, it continues to provide valuable insight and comprehensive coverage of media plan construction, reach and continuity measurement, and more, along with timely updates that include: The latest in academic research and professional best practices An all-new hypothetical media plan, providing a top-down perspective on real-world media planning Illustrative examples of the Internet and other new media integrated throughout the text Advertising Media Planning explains the complexities of planning in a fast-moving, noncomplex style. As we enter the new century of transformed advertising techniques and marketing challenges, this all-inclusive yet highly readable reference--an artful blend of long-standing fundamentals and the latest tools and approaches--remains the one must-have resource for anyone interested in creative, results-based media planning and buying.

Advertising media planning

Sissors, Jack Zanville

Essentials of media planning: A marketing viewpoint

Barban, Arnold M.

Controlling your TV commercial costs

Arthur Bellaire

This is a biography of one of the most prominent advertising copywriter and copy tester, who wrote some of the last century's most famous ad lines.

John Caples, adman

Gordon E White

Write stronger headlines. Write about benefits, not features, Prepare layouts, for everything from newsprint to billboards. Write for special needs of broadcast media. The book includes cases, exercises, a complete glossary. Several all time advertising greats share their creative philosophies.

Fundamentals of copy and layout: A manual for advertising copy & layout

Arts & Photography

Book, Albert C.

Graphic Design

<p>How to Produce an Effective Television Commercial [hardcover] White, Hooper [Feb 01, 1983]</p>

How to produce an effective TV commercial

White, Hooper

Profitable direct marketing: How to start, improve, or expand any direct marketing operation ... plus 11 detailed case studies of prominent direct marketing companies

Kobs, Jim

See the best price to sell, buy or rent books by the Crain Books publisher. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Crain Books