A Textbook Example
Johnson and Wales College
Finally we have an advertising book that cuts through all the "verbiage" and gives us reality--Rx for Advertising: A Common Sense Cure for Business Owners and Managers gives my students the necessary insight they will need for future advertising decisions and careers. I was delighted you focused the book as a "guide" for understanding the reality of making advertising business decisions. A book such as yours is "rare" for students because it shows them what we really do as business practitioners inside or outside the ad. agency. Yes, it is practical, essential advice from a man who knows the business from firsthand experience.
Many students are quoting you in the dorms! I found out that one of the jokes of my advertising students is: "Did Bruneau say it or Burns or is it fiction?" It's funny, not only are they quoting you in their oral presentations on advertising, but they are learning the basics for making sound advertising decisions. They know that the essence of a good campaign is planning and they also know the best ways to institute those plans since reading your book.
I'm happy that the book is so easy to read. Many of the students said the book was quick to understand and almost read like a "letter" from a friend. I like the short snappy sentences and the length of the chapters. Thank God, but no one has complained reading Rx for Advertising.
As a "P.R." and advertising teacher, I'm glad you included the chapters on "How To Write a Press Release" and "How To Work with a Writer." So often students and some "practitioners" forget there are many opportunities to communicate with their target audiences beyond "pure" advertising. Those chapters should get the students thinking of a more "whole" approach to the advertising equation. Well done indeed.
Thank you for the "T.V." commercials and sales presentations on video tape. I appreciated the thoughtfulness very much. Your phone calls and correspondence are always welcome. Yes, even your "doctorly" advice on food poisoning was on target.
I shall stay in touch. Please know that your responses to my inquiries and interest in my thoughts shows me that you are truly concerned. In today's fast-paced world, you are a rare person.
Your friend,
Robert Edward Burns
Professor
Johnson and Wales College
Providence, RI 02903