| Edition |
1st Vintage books ed. |
| Description |
224 pages : illustrations (some color) ; 25 cm |
|
text txt rdacontent |
|
unmediated n rdamedia |
|
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.
|
|
Advertising. (OCoLC)fst00797511
|
| ISBN |
039472903X (pbk.) |
|
9780394729039 (pbk.) |
|
0330269852 |
|
9780330269858 |
|
