TABLE OF CONTENTS
ADVERTISING PLANNING & BUDGETING
Planning
Budgeting
AGENCY PRACTICES
Organization & Operation
Compensation
MEDIA SELECTION & EVALUATION
Information Sources
Evaluation Techniques
ADVERTISING MEASUREMENT & ACCOUNTABILITY
Evaluation
Research
CREATIVE FUNDAMENTALS
Copy
Graphic Art
Production
LEGAL & ETHICAL CONSIDERATIONS
Legal
Ethical
SALES PROMOTION TECHNIQUES
Direct Marketing
Publicity & Public Relations
Collateral
Meetings & Seminars
Exhibits
Budgeting
INTERNET ADVERTISING & MARKETING
Web Advertising
E-Business
PLANNING A NEW BUSINESS OR DEPARTMENT
Selecting A Business
Developing The Plan
EXCELŽ WORKSHEETS
PLUS...
The GPO Style Manual
