THE ANATOMY OF ADVERTISING Vol. I Campaign Planning by Mark Wiseman

THE ANATOMY OF ADVERTISING Vol. I Campaign Planning

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KIRKUS REVIEW

The director of The Laboratory for Advertising Analysis presents a convincing document to prove his point, -- that a great deal of advertising is haphazard, wasteful, unintelligent, and that an advertising campaign should be carefully laid out in advance, -- the product studied, the market analyzed, the mediums weighed, the type of advertising, the various possible leads, layout, copy all considered from commonsense viewpoint before the campaign is under way. Should appeal to anyone who spends money on advertising, as well as to men who are in the field themselves.

Pub Date: Feb. 11th, 1942
Publisher: Harper