The Making of Effective Advertising
by Charles H. Patti and Sandra E. Moriarty, Prentice-Hall, Englewood Cliffs, NJ, 1990
About this Book:
The Making of Effective Advertising gives readers the opportunity to see firsthand how U.S. advertising agencies create effective advertising. Namely, how they formulate and produce advertising that gets results!
To gather the information for this book, we surveyed 150 of the
nation's largest agencies. Over 30 of them volunteered to share
their thoughts, explaining what they do and how they do, through
the use of statements and examples. By observing how professionals
in these agencies go about their jobs, this book pulls together
and analyzes various approaches to effective advertising creativity.
TABLE OF CONTENTS
1. Approaches to Effective Advertising
2. Analysis of Agency Statements
3. In Their Own Words
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