The Advertising Answerbook

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Here is an ideal, readable reference guide to advertising for business people, advertising managers, and students. Presented in nontechnical language, this book presents practical tips and suggestions, along with data on the mechanics, functions, and practices of advertising. Subjects include: - the advertising budget - measuring advertising space and calculating rates - how to figure a Cost Per Thousand (CPM) - A.I.D.A. formula for writing an ad - what not to say in the advertising message - printing methods - how to work with commercial artists and photographer - and more Hal Betancourt, an advertising agency principal, has been awarded the Certificate of Merit from the Art Directors Club of New York and Citation of Excellence from the First Advertising Agency Network.