Advertising procedure

This book deals with planning, creation, use, and place of advertising in our society. Here is a broad view of advertising responsibilities. Advertising research is stressed on two crucial points: the sharp definition of the problem and the creative an interpretation of the findings. There is a chapter on computerized photo-composition. The book introduces the headline/visualization match, leading to the creative leap discussing the formation of copy and art teams for the development of total concepts. The practice of negotiation and buying time and space is discussed. The closing chapters show the increasing influence of government in advertising and the crescendo voice of the consumer. A selected campaign is presented at appropriate places throughout the book, as an example of how a precept just discussed is applied to a real-life marking situation.