Summary
Contents
Subject index
This authoritative and comprehensive handbook of successful advertising practices addresses such aspects of the business as: agency operation, creativity, media planning, operations and speciality advertising. The distinguished contributors reflect a global mix of academic and professional backgrounds, and most chapters - complemented by a few adaptations of classic articles - have been specifically written for this volume. The result is a single `knowledge bank' of theory and practice for advertising students and professionals.
Specialty Advertising
Specialty Advertising
Calendars, matchbooks, pens, pencils, and memo pads, along with an estimated 30,000 other items, can all be used as specialty advertising items. By definition, specialty advertising is an advertising, sales promotion, and motivational communications medium that employs useful articles of merchandise that are usually imprinted with an advertiser's name or logo and are distributed without obligation to the recipient. A careful examination of this definition will reveal the true nature of this advertising medium.
The Purpose of Specialty Advertising
Specialty advertising items can be used for various purposes: to thank a customer, to introduce a new product and/or service, to develop sales leads, to motivate employees, to recruit new employees, to promote an established product—the list is endless. What the advertiser must do ...
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