Prescription for Advertising Volume One (Unabridged‪)‬

Chapters include:


Introduction
1. Seeing the Whole Elephant
2. Getting to Where You Want to Go
3. Creativity - the Power to Break Through
4. Setting an Advertising Budget
5. The In-House or Out-House Dilemma
6. Finding a Good Advertising Agency
7. Setting the Ground Rules
8. How to Pay Your Advertising Agency
9. Keeping Your Agency on the Right Track
10. How to Work with Your Account Executive



Prescription for Advertising is created 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.