THE ANATOMY OF ADVERTISING Vol. I Campaign Planning

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.