| Description |
239 pages : illustrations ; 23 cm |
| Note |
Includes index. |
| Contents |
ch. 1. The first casualty : how we killed traditional advertising -- ch. 2. Success can be deadly : don't take your brand awareness for granted -- ch. 3. Fish where the fish are -- ch. 4. Celebrity endorsers, spokespeople, and icons : when to use 'em, when not to -- ch. 5. Packaging matters : it's your last, best shot, so make it a good one -- ch. 6. To sponsor or not to sponsor : that is the question -- ch. 7. Free media : your best friend or your worst enemy -- ch. 8. Making your employees part of your message and your product -- ch. 9. The proof is in the pudding -- ch. 10. Never miss another opportunity. |
| Subject |
Advertising.
|
|
Advertising. |
| Added Author |
Brott, Armin A.
|
| ISBN |
0471225819 |
|
