Strategy in advertising : matching media and messages to markets and motivations /

Bogart's many years of advertising experience with such companies as Revlon, Exxon, and McCann-Erickson are evident in this excellent guide to advertising strategy. Covering virtually all aspects of conceiving, coordinating, and evaluating an advertising program, he offers advice and information on what the media can do and how to cut through commercial clutter, win brand loyalty, and monitor costs and effectiveness. Bogart combines theory and hands-on application in setting forth the various techniques that can be used to enhance a product and turn it into a household name. The book contains numerous anecdotes and examples, and an extensive 46-page section of bibliographic sources and references. On the minus side, though, it lacks pictures and charts to illustrate the material. Recommended for upper-division undergraduate and graduate advertising students, researchers and faculty, and marketing professionals. P. G. Kishel Cypress College