Edition |
1st Vintage books ed. |
Description |
224 pages : illustrations (some color) ; 25 cm |
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text txt rdacontent |
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unmediated n rdamedia |
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volume nc rdacarrier |
Bibliography |
Includes bibliographical references (page 218) and index. |
Contents |
Overture -- How to produce advertising that sells -- Jobs in advertising, and how to get them -- How to run an advertising agency -- How to get clients -- Open letter to a client in search of an agency -- Wanted: a renaissance in print advertising -- How to make TV commercials that sell -- Advertising corporations -- How to advertise foreign travel -- The secrets of success in business-to-business advertising -- Direct mail, my first love and secret weapon -- Advertising for good causes -- Competing with Procter & Gamble -- 18 miracles of research -- What little I know about marketing -- Is America still top nation? -- Lasker, Resor, Rubicam, Burnett, Hopkins and Bernbach -- What's wrong with advertising? -- I predict 13 changes. |
Summary |
An advertising authority updates his analysis of the elements of successful advertising and assesses the advertising environment that has emerged during the past twenty years. |
Subject |
Advertising.
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Advertising. (OCoLC)fst00797511
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ISBN |
039472903X (pbk.) |
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9780394729039 (pbk.) |
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0330269852 |
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9780330269858 |
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