Chapters include:

• Why Media Planning and Buying Is so Important
• How to Buy Print Advertising
• How to Buy Effective Radio
• The Lure of Television
• Billboards, Buses and Benches
• Signs: The Other Outdoor Advertising Medium
• Reaching Prospects Through the Mail
• Specialty Advertising
• Co-Operate With Co-Op Advertising
• The Challenge of Blazing New Trails

If you've ever asked yourself some of these questions, this book of solid advertising advice is for you. Questions like: What is positioning and why is it important? Why is media planning necessary...what are the formulas? Is CO-OP advertising worth it? Should part of my advertising budget go toward signs? What is synergestic advertising? What's the best way to buy ads in the Newspaper? Is there a trick to buying commercials on Radio and TV? The answers to these questions and many more are inside Prescription for Advertising.

It's uncomplicated, easy-to-understand and enjoyable to read. Find out how advertising works in the real world...and how you can make it work for you. Discover how you can avoid common costly advertising mistakes. Save time by talking to the right advertising people...and avoiding the wrong ones. Prescription for Advertising. A soothing salve for the aches and pains poor advertising often brings. Start applying it to your business today!