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Behind Powerful Brands - John Philip Jones

Behind Powerful Brands-From strategy to Campaign addresses the perennial concern of marketing and advertising professionals-how to create advertising that makes the cash registers ring!It contains insights on*How to create advertising that sells *Advertising and salesmanship *How to spend media budgets *An inventory of knowledge about advertisingAs advertising by its very nature involves wastage, this book addresses the issue succinctly and focuses on increasing efficiency by reducing wastage in advertising.