Shortcuts to the Obvious: An Insider's Guide on How to Get More Effective Advertising More Efficiently

Most big agencies today are too pressed for profit to do the kind of studying or training they could once afford. Shortcuts to the Obvious fills that gap by teaching readers critical lessons at each step of the way. Short on abstract and long on real world, the author uses some of the most effective campaigns to serve as teachers. The book is targeted toward anyone involved in the advertising development process and most importantly, clients on the front line responsible for executing their brand's marketing plans.