Do It Yourself Advertising and Promotion
So much has changed in advertising in the past five years since the second edition
of this book, that almost every chapter needed—and received—major revisions
and updating. Not only have advertisers changed what they do, but even when
they do the same thing, often it’s called something else. Even more important
there are now new chapters on subjects not covered before: branding and Yellow
Pages advertising plus a totally new approach to basic Internet advertising.