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Sharpen the Saw: the practitioner's guide to advertising / edited by Palani K A Pillai.

Contributor(s): Publication details: Singapore : Institute of Advertising Singapore, 2003.Edition: 1st edDescription: xvii, 245 p. : ill. ; 26 cmISBN:
  • 981049341X (pbk.)
Subject(s): DDC classification:
  • 659.1095957 SHA
Contents:
Brand building and the role of advertising / Vishnu Mohan -- Advertising strategy development / David Tang -- The creative process / Steve Elrick -- Effective media planning / Kenneth Tsang -- Evaluating advertising / Wade Garland -- Brand portfolio advertising / Tanuj Philip & Sandipan Roy -- Advertising across markets / Matthew Godfrey -- Guide to pitching / Huw Griffith -- Agency compensation / Greg Paull & Goh Shu Fen -- Advertising in a recession / Bhaskar Rao -- Targeting the Chinese audience / Lim Sau Hoong & team -- The rise of non-traditional advertising / Palani K.A. Pillai.
Holdings
Cover image Item type Current library Home library Collection Shelving location Shelf location Call number Materials specified Vol info Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 2, TierNo 2, BayNo 8

 659.1095957 SHA (Browse shelf(Opens below)) 1 Available SLASx,05000,03,GR 5000019435

Brand building and the role of advertising / Vishnu Mohan -- Advertising strategy development / David Tang -- The creative process / Steve Elrick -- Effective media planning / Kenneth Tsang -- Evaluating advertising / Wade Garland -- Brand portfolio advertising / Tanuj Philip & Sandipan Roy -- Advertising across markets / Matthew Godfrey -- Guide to pitching / Huw Griffith -- Agency compensation / Greg Paull & Goh Shu Fen -- Advertising in a recession / Bhaskar Rao -- Targeting the Chinese audience / Lim Sau Hoong & team -- The rise of non-traditional advertising / Palani K.A. Pillai.