PREFACE

 

Advertising today is not only under sterner scrutiny by the various federal regulatory and judicial bodies but is also facing an ominous storm of public criticism because of certain abuses. This two-fronted attack seriously worries me, both as an advertising agent of long experience and as a business executive with advertising problems of my own. One of the big questions troubling advertisers, agencies, and media is whether advertising will be subject to increasingly stringent governmental controls or whether it will forestall such action by mature self-regulation. In this book I have attempted to face the issue squarely and realistically, and to point out several constructive measures that advertising must initiate in its self-interest. ...

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