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Introduction - Why I Wrote this Book
Chapter 1 - Seeing the Whole Elephant
Chapter 2 - Getting to Where You Want to Go
Chapter 3 - Creativity - the Power to Break Through
Chapter 4 - Setting an Advertising Budget
Chapter 5 - The Choice of Advertising Internally or Using an Outside Agency
Chapter 6 - Finding a Good Advertising Agency
Chapter 7 - Setting the Ground Rules with Your Agency
Chapter 8 - How to Pay Your Advertising Agency
Chapter 9 - Keeping Your Agency on the Right Track
Chapter 10 - How to Work with Your Account Executive
Chapter 11 - How to Work with a Writer
Chapter 12 - How to Work with an Artist
Chapter 13 - How to Work with a Photographer
Chapter 14 - Why Media Planning and Buying is so Important
Chapter 15 - How to Buy Print Advertising
Chapter 16 - How to Buy Effective Radio
Chapter 17 - The Lure of Television
Chapter 18 - Advertising on Billboards, Buses and Benches
Chapter 19 - Signs - the Other Advertising Medium
Chapter 20 - Reaching Your Prospects through the Mail
Chapter 21 - Specialty Advertising
Chapter 22 - It Pays to Co-operate with CO-OP Advertising
Chapter 23 - How to Work with Printers
Chapter 24 - Logo Lament
Chapter 25 - Newletters - Another Way to Advertise
Chapter 26 - How to Write a Press Release
Chapter 27 - Creating Unconventional Convention Displays
Chapter 28 - Avoid a Romance with Research
Chapter 29 - Advertising: The Challenge of Blazing New Trails
Chapter 30 - Knowing Enough to be Dangerous
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Available in hardbound, paperback and audio cassette.
| Description |
Cost @ |
| Hardbound |
$17.95 |
| Paperback |
$9.95 |
| Audio Cassette (Read by "the reader" Dick Estell!) |
$19.95 |
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Send Your Order To:
Boston Books
2608 West Dell Drive
Spokane, WA 99208-4428
Phone: (509) 326-3604
BOOK REVIEWS
(To get the whole review, click on the green magazine name)
Inc. Magazine
"...recommendation: read Prescription for Advertising by Edmond A. Bruneau...you'll be able to talk knowingly about reach, frequency, synergistic advertising and gross rating points..." - Inc. Magazine
Christian Science Monitor
"..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." - The Christian Science Monitor
City Business
"One would be hard put to find a better understanding of client advertising needs. (It has) virtually everything a marketer needs to know in order to make smart advertising decisions." - CityBusiness
Dallas Magazine
"...a comprehensive guide to the complete world of advertising...everything from positioning to printers, budgeting to billboards, creativity to conventions...even logos and signage..." - Dallas Magazine
The Business Examiner
"Bruneau's book wasn't written for advertising people - it was written for business people. Concise and easy-to-read, it isn't cluttered up with industry jargon and too-precise detail." - Business Examiner
Signs of the Times
"He knows of where he speaks, and he speaks with a succinct humor that makes easy reading. Bruneau has written a highly practical book about a subject that is often hard to grapple with. This book should be read as an introduction to media, all media." - Signs of the Times
Memphis Business Journal
"Prescription for Advertising is a prescription written specifically for the average businessman who needs to advertise, but really doesn't know how to go about it." - Memphis Business Journal
Promotion and Marketing
"Even if you've read advertising icon David Oglivy's books, you'll no doubt find much more practical Prescription for Advertising." - Promotion and Marketing Monthly
Communication Arts
"...a quick education into the hows and whys of advertising. Topics include what is positioning and why is it important; how does one find and pay for a good advertising agency and how to work with creative people." - Communication Arts
The Monthly
"Bruneau's book has plenty of good ideas for anyone new to the game..(It's) an earnest attempt to educate the not-so-educated business person on dealing with advertising." - The Monthly
Ohio State University
"Practical advertising fundamentals that can save time and money are presented in this handy reference guide. The advice in this book should be particularly helpful for the entrepreneur training program." - The National Center for Research in Vocational Education
Johnson and Wales College
"Finally, we have an advertising book that cuts through all the verbiage and gives us reality. Prescription for Advertising gives my students the necessary insights they will need for future advertising decisions and careers." - Robert Burns, College Advertising Professor
Chapters include:
Chapter 1 - Seeing the Whole Elephant
Chapter 2 - Getting to Where You Want to Go
Chapter 3 - Creativity - the Power to Break Through
Chapter 4 - Setting an Advertising Budget
Chapter 5 - The Choice of Advertising Internally or Using an Outside Agency
Chapter 6 - Finding a Good Advertising Agency
Chapter 7 - Setting the Ground Rules with Your Agency
Chapter 8 - How to Pay Your Advertising Agency
Chapter 9 - Keeping Your Agency on the Right Track
Chapter 10 - How to Work with Your Account Executive
Chapter 11 - How to Work with a Writer
Chapter 12 - How to Work with an Artist
Chapter 13 - How to Work with a Photographer
Chapter 14 - Why Media Planning and Buying is so Important
Chapter 15 - How to Buy Print Advertising
Chapter 16 - How to Buy Effective Radio
Chapter 17 - The Lure of Television
Chapter 18 - Advertising on Billboards, Buses and Benches
Chapter 19 - Signs - the Other Advertising Medium
Chapter 20 - Reaching Your Prospects through the Mail
Chapter 21 - Specialty Advertising
Chapter 22 - It Pays to Co-operate with CO-OP Advertising
Chapter 23 - How to Work with Printers
Chapter 24 - Logo Lament
Chapter 25 - Newletters - Another Way to Advertise
Chapter 26 - How to Write a Press Release
Chapter 27 - Creating Unconventional Convention Displays
Chapter 28 - Avoid a Romance with Research
Chapter 29 - Advertising: The Challenge of Blazing New Trails
Chapter 30 - Knowing Enough to be Dangerous
Call (509) 326-3604 today!
Or you can contact us at the following address:
Creative Consultants
2608 West Dell Drive
Spokane, WA 99208-4428
Phone: (509) 326-3604
e-mail: click here
