Download or read book Advertising Age Handbook of Advertising written by Herschell Gordon Lewis and published by McGraw-Hill Companies. This book was released on 1999 with total page 540 pages. Available in PDF, EPUB and Kindle. Book excerpt: Writing in a friendly, engaging style, authors Herschell Gordon Lewis and Carol Nelson cover every facet of a modern advertising campaign with authority, including determining the objectives of your ad campaign; planning and strategizing your approach; Allocating the appropriate budget in order to get the results you want; identifying your product's Unique Selling Proposition (USP); choosing the most efficient media (from the ever-increasing number of options, including print, television, online, and alternative media); testing an advertisement's potential effectiveness; and evaluating your campaign's results.