Prescription for Advertising is written specifically for the business owner or manager who needs to advertise but really doesn't know HOW to make it happen. It's a comprehensive guide to the complete world of advertising -- everything from positioning to printers, budgeting to billboards, creativity to conventions -- even logos and signage. The 30 easy-to-read chapters will be a great step toward understanding the complex and confusing world of advertising.
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Editorial Reviews
Review
"...a comprehensive guide to the complete world of advertising...everything from positioning to printers, budgeting to billboards, creativity to conventions...even logos and signage..." - -- Dallas Magazine 4/86
"...recommendation: read Prescription for Advertising by Edmond A. Bruneau...you'll be able to talk knowingly about reach, frequency, synergistic advertising and gross rating points..." - -- Inc. Magazine 8/86
"..a reference guide to help the business person decide what type of advertising to choose, where to go and how to interact with professional advertising agencies." - -- The Christian Science Monitor 6/86
"Bruneau's book wasn't written for advertising people - it was written for business people. Concise and easy-to-read, it isn't cluttered up with industry jargon and too-precise detail." - -- Business Examiner 5/86
"He knows of where he speaks, and he speaks with a succinct humor that makes easy reading. Bruneau has written a highly practical book about a subject that is often hard to grapple with. This book should be read as an introduction to media, all media." - -- Signs of the Times 2/87
"One would be hard put to find a better understanding of client advertising needs. It has virtually everything a marketer needs to know in order to make smart advertising decisions." - -- CityBusiness 10/86
"Prescription for Advertising is a prescription written specifically for the average businessman who needs to advertise, but really doesn't know how to go about it." - -- Memphis Business Journal 7/86
A 'cookbook' of recipes for advertising
"...recommendation: read Prescription for Advertising by Edmond A. Bruneau...you'll be able to talk knowingly about reach, frequency, synergistic advertising and gross rating points..." - -- Inc. Magazine 8/86
"..a reference guide to help the business person decide what type of advertising to choose, where to go and how to interact with professional advertising agencies." - -- The Christian Science Monitor 6/86
"Bruneau's book wasn't written for advertising people - it was written for business people. Concise and easy-to-read, it isn't cluttered up with industry jargon and too-precise detail." - -- Business Examiner 5/86
"He knows of where he speaks, and he speaks with a succinct humor that makes easy reading. Bruneau has written a highly practical book about a subject that is often hard to grapple with. This book should be read as an introduction to media, all media." - -- Signs of the Times 2/87
"One would be hard put to find a better understanding of client advertising needs. It has virtually everything a marketer needs to know in order to make smart advertising decisions." - -- CityBusiness 10/86
"Prescription for Advertising is a prescription written specifically for the average businessman who needs to advertise, but really doesn't know how to go about it." - -- Memphis Business Journal 7/86
A 'cookbook' of recipes for advertising
Studies indicate that the average person hears or sees from 600 to 1,600 advertising messages a day. How many does this average person remember? Ten? Five? On average, only one out of 16 messages can be recalled.
Unlike most advertising books on the market today, "Prescription for Advertising" is not written for the advertising professional, and it's not exactly a do-it-yourself book. "Prescription for Advertising" is a reference guide to help the business person decide what type of advertising to choose, where to go, and how to interact with professional advertising agencies and other advertising personnel. -- The Christian Science Monitor
Advice on advertising
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. -- Inc. Magazine
From the Publisher
Prescription for Advertising has been our best-selling business book for quite a few years. The remarkable wise advice of Edmond Bruneau is timeless. Available in hardbound, trade paperback and audio cassette editions, this book has been distributed worldwide and even translated into a foreign language. When it comes to advertising and marketing, Edmond Bruneau is a professional who knows what he is talking about.
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Inside This Book
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First Sentence:
There's a short tale about three blind men describing what their impression of an elephant was. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
specialty advertising, media buyer, media planner, great advertising Key Phrases - Capitalized Phrases (CAPs): (learn more)
Neighborhood Advertising New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Back Flap | Back Cover | Surprise Me!
There's a short tale about three blind men describing what their impression of an elephant was. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
specialty advertising, media buyer, media planner, great advertising Key Phrases - Capitalized Phrases (CAPs): (learn more)
Neighborhood Advertising New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Back Flap | Back Cover | Surprise Me!
Citations (learn more)
This book cites 3
books:
- Understanding Media: The Extensions of Man by Marshall McLuhan on page 139
- Understanding Media by Marshall McLuhan on page 139
- Effective Public Relations (9th Edition) by Scott M. Cutlip on page 142
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