"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)