224 pages : 25 cm An advertising authority updates his analysis of the elements of successful advertising and assesses the advertising environment that has emerged during the past twenty years Includes bibliographical references (page 218) and index Overture -- How to produce advertising that sells -- Jobs in advertising, and how to get them -- How to run an advertising agency -- How to get clients -- Open letter to a client in search of an agency -- Wanted: a renaissance in print advertising -- How to make TV commercials that sell -- Advertising corporations -- How to advertise foreign travel -- The secrets of success in business-to-business advertising -- Direct mail, my first love and secret weapon -- Advertising for good causes -- Competing with Procter & Gamble -- 18 miracles of research -- What little I know about marketing -- Is America still top nation? -- Lasker, Resor, Rubicam, Burnett, Hopkins and Bernbach -- What's wrong with advertising? -- I predict 13 changes