1. Seeing the Whole Elephant
2. Getting to Where You Want to Go
3. Creativity - the Power to Break Through
4. Setting an Advertising Budget
5. The In-House or Out-House Dilemma
6. Finding a Good Advertising Agency
7. Setting the Ground Rules
8. How to Pay Your Advertising Agency
9. Keeping Your Agency on the Right Track
10. How to Work with Your Account Executive
Prescription for Advertising is created specifically for the business owner or manager who needs to advertise but really doesn't know how to make it happen. It's a comprehensive guide to the complete world of advertising.
"Your first company is getting underway and you've decided to advertise your product. But you don't have an agency and wouldn't know what to say to one if you did. Recommendation: read Rx for Advertising, by Edmond A. Bruneau." (Boston Books).
"Unlike most advertising books on the market today, Prescription for Advertising is not written for the advertising professional, and it's not exactly a do-it-yourself book. Prescription for Advertising is a reference guide to help the business person decide what type of advertising to choose, where to go, and how to interact with professional advertising agencies." (Christian Science Monitor)
"It's an insider's introduction to murky but important matters such as how to pay an agency, what to expect (and demand) from your account executive, and how to evaluate the agency's recommendations about media buys. Reading it won't make you an expert on advertising, but you'll know what questions to ask those who claim expert status. You'll even be able to talk knowingly about reach, frequency, synergistic advertising, and gross rating points." (Inc. Magazine)
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Excellent reader with wonderful voice
I love Dick Estell's performances. As a kid in Michigan I used to listen to him read every night on the radio from 10-10:30pm. I bought this recording because it had his voice. I have no interest in the subject, actually. I listen to it at night and it is wonderful to fall asleep hearing the cadences of his voice and not caring what he's saying. Could just be that I was conditioned as a child, but it works for me!
- Melissa Lucas