Essentials Of Advertising Strategy

This book is about how to develop effective advertising. Since the first edition, I've learned a great deal about what makes effective advertising. I've learned from consumers. From students. From consulting projects with major advertising companies and agencies. But in a great measure, I have learned from Stan Tannenbaum. Stan is more than the coauthor of this text. He is a like mind, and, as such, it's almost impossible to tell where my work stops and his starts. As a result, this book is truly the work of both of us. Where credit is due, we have tried to give it. Where there are errors or omissions, they are ours alone.