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Title: Should be required reading for ALL advertising media reps!
Review: As production manager of a small-market radio station, I was looking for a way to better express the philosophy regarding advertising that I was trying to bring to my work. Through a bit of serendipity, lo! The Wizard Of Ads became a requirement for all of the sales reps of the station group I worked for. If the book lacks one thing though, it is this: How, in a small market where every mom-and-pop shoestring business insists on every possible cliche or emasculation of the message, does a rep (or fed-up production manager) overcome the objections? Frankly, I'm tired of my sales reps telling me "this is what the client wants!" I look forward to the new book, and I hope to find my answers there.
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