The author draws on his extensive industry experience to provide readers with practical and imaginative advice on effectively managing promotional budgets. His insights are infused with wit and wisdom, making the guidance both engaging and applicable for those looking to enhance their creative strategies in marketing.
Completely Updated - Fifth Edition
A legend in advertising for more than 60 years, John Caples still serves as a guide to generations of creative marketing people. Now his classic work on how to create successful advertising has been updated by respected advertising consultant Fred Hahn. It retains all the clarity, candid analysis, time-tested experience and invaluable award-winning ideas from the original, while bringing it right up-to-the-minute on the many new changes in the field.