Quick Course on Media in Easy to Read Paperback
Promotion and Marketing Monthly
Even if you've read advertising icon David Ogilvy's books, you'll no doubt find much more practical Rx for Advertising, by Edmond A. Bruneau (Boston Books) as a primer on the basics of advertising, Bruneau is a Spokane, WA based creative consultant.
Included on the pages of Rx for Advertising is a synopsis of what can be expected when dealing with an agency, how to evaluate its effectiveness and advice on media buying. A glossary of terms is part of the text and a discussion of need-to-know-things like synergistic advertising, GRP's, showings and reach and frequency.
Chapters on Finding a Good Advertising Agency, Setting the Ground Rules with Your Agency, Media Planning and Buying, and chapters on buying print and TV are among thirty. This is only a primer and should not be considered a textbook on advertising. It glosses over most subject, but presents an accurate overview of the basics.
To order by mail, send $12.45 (postage included) to Boston Books, PO Box 9909, Spokane WA 99209-9909. And as if you didn't already have enough things to listen to, you can order the book on audio cassettes for $22.45.