The Advertising Handbook

Jami van Haaften is a professional librarian and author of An Index to
Selected Canadian Provincial Government Publications for Librarians,
Teachers and Booksellers.

Advertisers who read this book will learn how to plan their marketing
process, develop advertising strategies, and use different advertising
media. Step-by-step instructions are provided for the reader who intends
to do the work alone, or direct others hired to do the job.

Effective, successful advertising is based on positioning: “how your
product or service is perceived by your best potential customer.”
Advertising strategies involve writing copy, designing graphics,
defining corporate identity, and using advertising agencies.

The final chapters of the book serve to “take the mystery out of the
media.” The reader learns how to use newspaper, radio, television,
direct mail, and other advertising media.

Effective use is made of sample advertising, worksheets, and other
examples and illustrations. A 15-page glossary defines words highlighted
by italics in the text.

Dennison and Tobey combine their nearly three decades of experience in
advertising and marketing to co-author this manual. Dennison has worked
as a graphic designer, media buyer, radio sales representative, and
small-business seminar leader. Tobey now trains the managers and staff
of all types of organizations in advertising.