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Treat it like gold-dust!, 5. Januar 2000
My first thought after reading this book was to wonder if I could buy all available copies to prevent any future competitors from reading it!
The best reason for having this book on hand is that it makes sense. The authors give practical advice, sprinkled with some good examples, which will be of particular relevance to Australian readers but still useful for everyone else.
Each section reveals valuable informaton about the buying process, and the necessary ingredients for advertising to work. It will help you understand other ads you see every day, and why they do -- and don't -- work.
This is not a 'miracle cure', but a system that is well explained and well defined to bring about better results from your advertising.
I know I'll be putting it to good use for my clients, even to the point of changing my fee structure so that some of it is based purely on results -- that's how confident I am that the book has been in helping fill my needs!