Make Sense and Dollars
The National Center For Research in Vocational Education - Ohio State University
"Prescription for Advertising" Offers Sound Advice.
A common sense cure for business owners and managers who don't understand advertising or how to go about it is presented in Edmond A. Bruneau's new book Prescription for Advertising. The advice in the book should be particularly useful for the entrepreneur training program.
Practical advertising fundamentals that can save time and money are presented in this handy reference guide. Ways to get the most return on your advertising investment, knowledge of how advertising can work for you, and ideas on how to manage in a practical manner are presented. Small business owner courses, a college text, and a marketing program resource are further uses for this book and set of tapes. What do you want the public to think about your business? Where do you want to be in the next 5 years? How can you see your business through your buyer's eyes. These are all vital elements of positioning your business.
The quality of the advertising media is directly related to the amount of time that goes into the advertising plan. How to work with the writer, artists, photographers, the media mix from billboards and direct mail to television and convention display, how to budget, and how to choose the advertising agency that is right for the situation are fully discussed. According to a review in the October 1987 issue of Inc. magazine, "Reading Prescription for Advertising won't make you an expert on advertising, but you'll know what questions to ask those who claim expert status."
The reader is the most essential ingredient to fresh advertising. Advertising can't be instantly inhaled or shortened into a Reader's Digest Condensed Book, But Prescription for Advertising equips the reader for an advertising system that already exists in the word. It assists the small business owner in becoming a great client who keeps up with trends in various periodicals suggested in the book.
Advertising is an investment and not an expense. Taking control of your advertising destiny is the thrust of Bruneau's message. Bruneau published the book himself. If you can't find the book in the bookstore, write P.O. Box 9909, Spokane, WA 99209-9909. The paperback is $12.45, audiotapes of the book are $22.45 including postage.