This book is to help managers understand the process of putting advertising together; to learn to overcome the obstacles in developing advertising that works; to use proven techniques to add power to messages; and to reduce the risks that come with making a public statement meant to motivate audiences.
It should help those who manage the process of advertising more than for those who simply create the end messages, although it should be helpful for both. We will go through these challenges from understanding the product, to defining the need, to the advertising message, reviewing each element that is needed to make ads more persuasive resulting in advertising with more power to change minds.
While the focus here is on advertising, the ...
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