This book is a step-by-step guide to the creation or supervision of the most widely
used advertising and promotional activities. Four kinds of audiences will find it
particularly helpful:
1. The business, corporation, or organization that must do its own advertising
and promotion.
2. Persons newly appointed or promoted to positions in advertising, promotion,
marketing, or marketing services with little or no experience in
those fields.
3. Managers with supervisory responsibility for advertising and promotion.
4. Adult education and in-house training directors who find traditional
textbooks unsatisfactory for their needs.
The book works equally well as a blueprint for the do-it-yourselfer, amateur
or professional, or as a checklist for managers and supervisors. It is not a complete
course in advertising. Each chapter covers a specific type of activity or project and
is complete in itself. It focuses on just those things you must know and do to
accomplish that specific objective—produce an ad, prepare a catalog, supervise a
television commercial, and so on. Ordinary English is used as much as possible.
When technical terms are introduced, they are defined immediately, in context.
Like every other profession, advertising has its own language, and certain “ordinary”
words can prove confusing to the uninitiated. (“Light” for “short” in advertising
copy was my first such experience.)
