How To Produce Successful Advertising 3/E《Contents，书不算厚，只有200

introduction

chapter 1 What advertising can do and how it operates

chapter 2 setting objectives and developing a strategy

chapter 3 how to select your target

chapter 4 how to select media

chapter 5 how to buy media space

chapter 6 developing the advertising message

chapter 7 practical advertisement production

chapter 8 online advertising

chapter 9 the budget and the plan

chapter 10 evaluating the effect

chapter 11 recruitment advertising

chapter 12 selecting suppliers and agencies

further reading

index