Description / general overview :

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
- Reading list
- Index.

Additional Info :