Advertising Manager's Handbook

The title of the "Advertising Manager's Handbook" would seem to imply that the book is aimed solely at the advertising manager. However, the information on planning and layout is perfect for anyone who wishes to gain an understanding of advertising and put it to use. The "Advertising Manager's Handbook" is a valuable aid to freelancers, as well as ad managers, providing information on everything one needs for an advertising project from start to finish. It is an essential text that should be on the shelf of every ad manager and freelancer.The book is well organized and laid out, making it easy to locate needed information quickly. The how-to information for all print media television, radio, catalogs, brochures, direct mail, trade shows and other media is very nearly priceless. Easily one of the most comprehensive guides on the subject available.

Although the book's title slants the work towards the advertising manager, the layout and topical coverage is excellent for anyone who needs a good overview of the different types of advertising and how to prepare them. As a freelancer, this book is invaluable since it provides between two covers everything you need for a project: how to prepare, the time frame, the way to go about writing the piece, and cost factors. It is definitely an all-inclusive tome that every ad manager and freelancer should have. The price may seem steep, but it pays for itself even if used sparingly.

This is an excellent resource for getting information fast. It is very well organized by tasks and includes how-to information for all print media television, radio, catalogs, brochures, direct mail, trade shows and more. The most comprehensive guide I've ever seen! Especially helpful to a smaller agency manager or department head.