Advice on advertising
Inc. Magazine
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). 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.
If you can't find it in the bookstores, write P.O. Box 9909, Spokane WA 99209-9909. The paperback is $12.45 including postage; audiotapes of the book are $22.45.