This practical guide to advertising concentrates on making the manager a better advertiser and marketer, and shows how to deal more effectively with ad agencies. Provides fresh information on what's changed in advertising in recent years, and how to cope with the modern, changing marketplace. There is also coverage of international advertising, segmentation--how to target specific audiences and create products for them, changes in the media, and movement of the market and changes in the marketplace. Illustrated and contains many illuminating examples from real life.