Advertising Books

There are now more than 1 million nonprofit organizations in the United States. The fundraising industry provides one in every ten jobs and is one of the
fastest-growing segments of the economy. In Successful Fundraising, nationally recognized expert Joan Flanagan gives readers the information they need to capture a
fair share of available fundraising dollars. Community volunteers and professional fundraisers alike will find helpful tips and advice on time-proven fundraising
techniques and the most profitable new ways to successfully raise money.

Are you looking to raise $1,000-or $1,000,000-for a particular cause, group, or charity? Successful Fundraising by Joan Flanagan will arm you with the information you
need to capture your organization's fair share of available fundraising dollars.

Whether you are a community volunteer or a professional fundraiser, expert Joan Flanagan offers helpful tips and advice cm gaining access to funds, building
relationships with donors, raising more money in a shorter period of time, and developing a more productive fundraising organization.

Packed with real-litc examples from the author's extensive fundraising experience, this essential handbook is complete with planning guidelines, sample worksheets and
timetables, and all-new information on using the Internet, F-mail, websites, and on-line auctions as fundraising tools. It also includes expanded sections that cover
working with celebrities to raise funds and winning corporate dollars. All the tools you need to plan, create, and execute a successful fundraising effort are included in
this comprehensive guide.

Successful Fundraising is a great resource for non-profit agencies! It is very easy to read, straightforward, and actually a fun read too! Joan gives great examples and stories to illustrate her points.

I recently had the opportunity to attend one of Joan's courses - and she is just as wonderful and helpful in person. She presents the daunting tasks of fundraising in simple language, common sense and humor.

This book should be the "bible" of every non-profit fundraiser!

I'm not a professional fundraiser, but I plan to become involved in nonprofits, and this book was great! I know of some nonprofits that get all of their money from corporate donations and then complain about not having enough money. This isn't the way to do it, according to Ms. Flanagan. In order to be a successful fundraiser, you need to ask, ask, ask, and you need to provide many different ways for different people to give. Flanagan goes into many aspects of the game, including how to send follow up letters, when to ask, how often to ask, and different ways of making it easy to get big gifts. I especially liked the way she talks about the psychology of rich people and poor people, and how both tend to give in different ways. She tells us never to make decisions for givers--just ask, present them with the different options, and let them decide. Great advice.

I would recommend this book to anyone who wants to get involved with charity. The marginal profit from the first day will probably cover the cost of this book many times over.

This book provides the reader with time tested ideas on how to raise dependable money from a variety of sources. I really liked this book a lot. I don't know that I can say I like it quite as much as Fundraising for Social Change (ISBN: 0787984558), Fundraising Basics (ISBN: 0763734462), or Effective Fundraising for Nonprofits (ISBN: 1413300944). But it comes close. This book is very well written and well organized.

In Chapter 1 at Figure 1.3 we are introduced to the Individual Donor Development (IDD) diagram that includes the following eight levels (level 1 at the bottom and level 8 at the top):

1. Individual prospects - potential donations
2. Clients - fees for service
3. Customers - product sales
4. Guests - special events
5. Annual donors and members - direct mail, email, the Internet, phone calls
6. Pledgers and frequent donors - credit card and payroll deductions
7. Major donors - person-to-person requests, clubs, memorials, and honorary gifts
8. Planned-gift donors - bequests, insurance, and life income plans

The author has written her book around the IDD diagram. As a result, this book flows very well. It has a wonderful introduction, a good start, and moves logically to the end. After reading this book you should have a good grasp of fundamental principles of fundraising. You should be able to design a sound written fundraising plan. And you should be confident to move forward by implementing the plan you have written. A wonderful book I have read that will coach you in your attempt to write a good fundraising plan is "The Fundraising Planner" (ISBN: 0787944351).

Are you wondering if your NPO is on the right track regarding its fundraising efforts? If so, take a look at pages 19 and 20 in this book where you will find the author's Fundraising Strategy Planning worksheet. After plugging and chugging info into this worksheet you will know how your organizaton is doing and how it can improve. Also, for an overview of the fundraising process in general examine page 21. It's also where the author explains her book and what it is about.

There is no mention of capital campaigns in this book. And prospect research and how to do it is not covered very well. But other books do a good job on these topics. See "Capital Campaigns" (ISBN: 0763730505) regarding CC's. And see "Fundraising Basics" referred to above, and "Building a Strong Foundation" (ISBN: 0871012499) regarding prospect research. I haven't read it, but there is a book devoted to prospect research. See "Prospect Research" (ISBN: 0763751030).

I noticed a few times in the book the following concept: The tried-and-true fundraising system that still works the best is to (1) give your own donation, (2) then ask people you know for money face-to-face, and (3) then send a personal Thank-You note. If you read this book you will get the information you need in order to raise money. It will provide you with the know-how to do it. First, build a broad base of small donors, and then build a longterm relationship with the best ones. It's really just that simple. 5 stars!

I felt this book was reasonably priced and offered a wide array of helpful fundraising advice -- especially for the small to mid-sized nonprofit. It covers a lot of the basics in a writing style that is pleasant to read.

As a consultant, I am forever selling my services or a recommended solution to someone. Do-it-yourselfers like me can use all the sales help we can get. "The 10 Immutable Laws" is a book that I can pick up, start anywhere, read a few pages and find something that helps. I've tried other sales books, but none seemed as complete or conveniently organized. For me, I prefer to read a little, digest, absorb and apply the contents, and then go back for more when I am ready and need it. It could be even better to look for pages that would support the day's activities and read those. In any event, reading straight through, cover to cover could be a bit taxing. Who knows? Using the book regularly, I may even turn into a sales professional.

As a sales training consultant and communication coach I am always looking for the best thinking on the topic of selling. The 10 Immutable Laws of Power Selling is a comprehensive guide on today's best practices. I particularly like the way the book is organized. It is a great guidebook for those new to the sales role and can be a great reference tool for the seasoned professional looking for quick reminders.

10 Immutable Laws of Power Selling is easily one of the best sales related books I have read. The author succinctly addresses something on the minds of sales professionals today - how to survive in the 'new' environment. The book's ten laws are fantastic -- they're clear and concise and supported with real-life examples and case studies. What really separates this book from other sales-related books I've read, though, is the author's premise that there is a common thread that runs among power sellers -- they are leaders. By explaining what sales leaders do and know, the author gives readers a goal to strive towards--the goal of becoming a sales leader. To me, the book was downright inspiring. After I read it, I couldn't wait to try out the ten laws. Highly recommended reading!

If your job is selling then you have to know how to sell no matter what the economy. You have to understand demand for your product and how it adds value to a customer. Although the principles apply to all forms of selling including department store selling, the focus of the book is really on those who sell larger value products where there may be an extended sales cycle. It seems that there are always a few real sales stars with any endeavor. What makes this small percent successful at selling when none around them seem to be able to sell anything? Author James DeSena examines this and has found that there are ten laws that a sales person must understand and use if they want to be one of these power sellers.

These ten immutable laws are 1) create high value, 2) decide on your market, 3) develop customer expertise in your selected market, 4) build relationships for repeat business, 5) start with a leader's perspective, 6) lead from within, 7) make it a team effort, 8) build lasting success, 9) drive toward exceptional results, and 10) manage multiple customer priorities. Each of these laws is given its own chapter to fully develop what the law means and how to apply it in the real world. Mr. DeSena also provides many useful examples with stories from companies such as American Express and Honeywell.

Although there is nothing really new in the book it does represent a summation of the best practices in customer-centric sales theory. "The 10 Immutable Laws of Power Selling" is a recommended read for anyone who wants an understanding of the customer-centric approach to selling and how it provides long-term success as a sales person.

"10 Ways To Screw Up An Ad Campaign" is one of the best business books I've read on the subject of advertising and marketing. The information that Barry shares is absolutely amazing. It's easy to read and to implement in any business. I strongly recommend that you read this book before spending another dime on advertising.

This book is filled with simple, sensible, yet creative ideas on how businesses and professional practices of all sizes can increase sales through marketing and advertising. It's extremely easy to read and offers practical advice that even businesses with very limited budgets can use to reevaluate strategies and maximize their advertising. There is an important chapter on realistic expectations and measurement of results. I can't imagine not discovering at least a few ideas you can implement immediately from this book.

For the price, you can't expect to find a better written book on advertising. This book not only gives you insights on creating sucessful advertising campaigns, it also will force you to focus on what sets your business apart from the competition. After reading it, you may re-invent your business as well as your marketing!

This book is witty and insightful with great examples on how to use various advertising methods and techniques. It has charts, toolkits bullet points, references and a glossary. I enjoyed it very much. It is well worth the price.

As with all of Andrew Griffiths books, this one is packed full of about 121 really useful ideas, tips, templates and strategies.

Everyone has the capacity to improve your business significantly - it has for mine

Thanks Andrew

I have read all A. Griffiths books. Through a commonsense approach Mr. Griffiths makes the complex world of running a successful business and how to market that business understandable and achievable. Enjoyable reading that one can refer back to time and time again. The series is a must have.

This book is great for the small business owner; offering practical, easy to implement advertising ideas in a clear and concise manner.

Andrew's style makes for a particular personal style, that gives the reader confidence in his knowledge gained from years of experience in small business.

In my opinion every business can benefit from some or all the ideas presented in this book. In addition many of the suggestions are non-expensive and straight forward to take on board.

I have read all of the books in Andrew Griffiths series and they are all 100% spot on. My business has boomed on his simple, smart and creative advice. He writes in a way that is easy to understand and most importantly easy to implement. I have gone from a struggling business in a competitive industry to booming business. This Australian man certainly knows his stuff.

After listening to this series and applying what I've learned I have a few reasons why master copywriter and business consultant Drew Eric Whitman selected the title.

Maybe it relates to the fact that I would have paid $50,000 to him and the 10 other experts that have literally super-charged my business and increased profits. And at that price, it would have been a steal.

Or maybe the $50,000 references what average business owners can add to their annual profits after listening. I know in my case, $50,000 would be a low estimate for the increase in business I expect over the course of the next year as a direct result of listening to this course.

Whatever the reasoning behind the title, in my opinion this is material that every person running or thinking of starting a business should own. It delivers essential business and marketing information (some of which I've never heard before but works almost like magic), and it spoon feeds it to you in such a way that you not only completely understand it, but you're excited and can't wait to start applying it to your business immediately.

I've had many nights where I've only grabbed a few eyefuls of sleep since owning this. But I want to thank Drew Eric for giving me the information and motivation to get in and do something that's responsible for literally putting more money in my pocket while making it fun.

Grady Smith

Who is this Drew Eric Whitman? And how can he help me?

Those were my thoughts as I read his captivating ad for The $50,000 Business Makeover Marathon. I was spell bound. And you will be too.

Being an adventureous sort, as all entrepeneurs are, I decided to take the plunge and purchase it. You know what? It was everything he said it would be, and more!

Drew, if you read this, thank you. We may never meet but you have changed my life and business.

After listening and putting into action many of the tips(lessons, really) I have seen an amazing change in my professional and personal affairs.

I own six other tape programs on sales and marketing and this one is unique. Get it now. While you're thinking about it.

Better hurry. Your competition may already have this.

Yours in Success,
...

I confess to buying too many business tapes. I am also too often disappointed by the quality of the production as well the content.

THESE tapes, however, are fantastic. The speakers are all interesting to listen to - not boring. No fluff. Recorded in a studio, so you can ALWAYS hear the speakers. The topics will be valuable to any small to medium size busines owner or marketing executive who wants to expand and grow their business.

You may have heard SOME of this material before, but you haven't heard ALL of it -- and it's all in one powerful package.

IMHO, it's worth a listen -- again and again.

-Keith Price
Developer of The Magic Bullet
Software to help you write sales letters that really sell.

This set of tapes is so fast, so powerful, so high in content, that it will take your breath away. Do not listen in your car; you will want to take notes.

Drew Eric Whitman, the Direct Response Surgeon, sets the (fast-paced) tone in the first cassette and then he is followed by ten of the most successful people in advertising, marketing and sales.

As an author and a publisher, who has run his own business for over 30 years, I highly recommend this valuable audio. DanPoynter@ParaPublishing.com.

This book is a great colection of essays by a brilliant thinker. In essays ranging from topics such as crime, education, psychology, and management, Ackoff manages to outline what systems thinking is truly about. Though I often did not agree with his prescriptions, the creative nature of his solutions very unique, and I would recommend it to anyone looking for a thought provoking experience.

A fascinating collection of writings, compiled by the author, which explores, first and foremost, systems thinking and its effects upon business and management. But beyond this, these writings delve into an astounding array of subjects including: the nature of planning; problem solving; managing; mission statements; creativity and constraints; consumer design; education; crime; advertising; design of management systems; the nature of science and methodology; objectivity; rationality; the future of operations research; and the role of business in a democratic society. This book is nothing less than a journey into the many-faceted mind of a great thinker. For those with a high level of curiosity about systems, organization, business, the human mind, and society, this collection is a gold mine, reflecting the richness of thought of this exceptional person. Highly recommended.

The only book by Ackoff that I would recommend more highly is Re-creating the Corporation. These two books summarize much of his thought and philosophy of business design. If you are looking for a better understanding on systems thinking and its implications for organization design and peformance, and did not find it in Senge's The Fifth Discipline, then here is a great place to go. Put on your thinking cap and delve into Ackoff's Best.

This book collects provocative, insightful essays by Russell L. Ackoff, architect turned city planner turned behavioral scientist turned professor. True to his convictions about systems thinking, his pieces form a coherent whole. Like a successful system, the whole of this book is greater than the sum of its parts. And what parts: the roots of systems thinking; a properly irreverent approach to bureaucracy; the role of planning; a standard for mission statements; effective advertising advice. Ackoff is a voice in the wilderness as he fondly remembers his bureaucracy-bucking, folly-filled, smart-as-heck past. Although this book tends to veer toward the academic, managers and students of management will find it useful. We [...] recommend it to anyone seeking insight on creativity, education, and science. Tear into this book a little at a time; you won't be disappointed.

Fantastic, amazing, incredible. I did miss a couple of campaigns, but overall it's a great advertising book, bringing a lot of campaigns from different years together.

I was interested for this book because of a friend. It is excellent, I recommends for everybody that likes advertising and needs references.

This book has a nice review of the best ads of 2005/2006. I would recommend it for collectors. Very nice quality also on the cover.

I find this to be a very useful, thorough advertising design / marketing student's resource. As with most printed ads in award books or publications, you wish the images were a little larger but the ideas are there as well as the layouts. I'm still going through it with a fine tooth comb and am very happy with my investment.

An awesome collection of ads from this decade. Hundreds of pages w/ ads of all categories. Very enjoyable. I'm an advertising major & this is a fun book to own!!!

Taschen's fourth volume of the All-American Ads series provides a big look back to the day before yesterday. Steven Heller provides a short overview of the decade and explains that despite the Depression magazines, in which most of these ads appeared, had very high circulations. For a few cents readers could escape the reality of everyday life and be entertained by the features and the colourful advertisements. Naturally there is no real mention of the Depression though some of the ads sport the little NRA symbol and the words `We do our part'

The format of this book is the same as the others, nine sections (Alcohol and tobacco, Automobiles, Consumer products, Entertainment, Fashion and beauty, Food and beverages, Industry, Interiors and finally Travel) provide whole, two or four ads to a page and fortunately none of them are angled or overlap. The digital reproduction of the 1500+ ads is excellent, it is always a problem to reproduce anything that is already printed because it can create screen clash but these are reproduced with clean colors and sharp lines (thanks to 175 dpi).

Most of these ads are copy and picture heavy, stylish use of white space and clever typography was years away, though three ads for Pierce Arrow autos on pages 176-177 stand out because they do seem very modern. Illustrations rather than photography were the main visual elements with headlines and copy used to fill any space that was left.

This as a super book if you are interested in social history or want to see how copywriters created product desire more than sixty years ago or you are just curious about things your grandparents reminisce about. Maybe they remember the 1932 ads for the Pitcairn autogiro, after all no home should be without one!

Once again, Taschen has put forth a wonderfully illustrated and highly enjoyable publication. The ads are superb. The reader can truly immerse themselves in popular culture and daily life in the United States during the 1930s. What I most appreciate is the fact that Taschen presents the materials as is; they let the ads speak for themselves. I consider it one of the best resources of popular culture from the era.

You expect a book like this to be fun, and it is! The hard sell approach, the inflated claims, and the infamous phrase, "It isn't brand X if it doesn't say Y!" (as if your brain is scrambled) ... it's all hilarious now. And even when these techniques get tedious, the drawings and paintings are colorful and well-designed by themselves.

The ads don't mention the Depression, but you can see it in the phrases "stretch your dollars" and "these days..." That's a technique auto makers adopted after Sept. 11th, as in "we're getting America moving again with 0% financing." In that sense, ad makers fashioned a social history that belongs alongside stories of travelling Okies and bread lines. These ads showed what people hoped for, what they wanted to become. And that's just as important as where they were. So while post-Sept. 11th ads wanted to get the family back to the dinner table, so Depression-era folks wanted to get their friends back for champagne and elegant dinner parties.

Still, there is enough variety here to reflect many points of view and design style. Some ads were clearly ahead of their time. Some were still mired in Victorian imagery. A few are really shocking, like the public service ad with a drawing of a sinking Lusitania with the headline, "The Lusitania Sank. So What of It?" (It was an ad for World Peaceways.)

I am no historian or designer or advertiser ... but I found this book mind-blowingly fun.

Another massive collection of colorful magazine advertisements from Taschen. This is the same format as the first book in this series,'All-American Ads 50s', hundresd and hundreds of whole page consumer magazine ads (there are a few pages with two or four) beautifull printed.

As this edition covers the war years, 111 pages carry ads by American companies explaining how they are doing their bit for victory. On page 618 there is a 1941 Greyhound bus ad that features a map of the US showing all the main military camps and the copy tells how Greyhound runs a bus past most of them. In the chapter on 'Industry' I found sixteen 1945 ads from a metal producing company called Bohn, they show futuristic designs for various forms of transport and a wonderful streamline combine harvester.

Most of the ads in the book use illustration rather than photography, so much easier to stretch reality.

This is an ideal gift book for anyone who lived through the forties and if you are just curious about middle-class life back then these thousand ads will give you plenty to think about. A book bargain at the price.

This is one of a series of amazing books published by Taschen.
I have been purchasing them through Amazon (as some are difficult to locate through stores). The series so far covers the 1910s through to the 1980s, a volume per decade. Over 500 pages of quality reproductions of ads from consumer goods to movies of those decades. You could spend hours looking through these books - and still find something you missed last time around. Congratulations to the editor/s.

Baby boomers take note of this wonderful book! As one born in the late 1940's I can't recommend this book highly enough. Here are ads from the magazines when we were born. The ads are printed somewhat smaller for the full page ads and a lot smaller for quarter page ones. However the printing quality is good enough that you can read ads in their entirety even if you occasionally have to use a magnifying glass to read the smaller ones. (Yes, our eyes are beginning to show our age!)You people with good eyes won't have that problem. The ads will awaken a nostalgia for things you don't remember. The Zenith TV with the Giant CIRCLE screen! (It's probably 10 inches!) How about an ad for Rice Krispies with Snap, Crackle and Pop riding American fighter planes! The Greyhound Bus ad asking people to "Help a fighting man enjoy his precious leave or furlough" by giving up travel. It all 'ads' up to a wonderful trip back in time!

Off course I was born in the 40's so this adds is part of the world I lived, so I enjoyed it very very much. I used to collect old Reader's Digests specialy for the adds, it reflect the world of those days and most of it are true art works.
The selection is very wise and complete, the section I liked the most is the car section and the pictures quality is terrific I d'ont undestand how they got so good picture quality if it suppossed they take it material from old magazines.
I'm sure any body will enjoy it a lot.
I'd rate it 6 stars or more if posible.

Mr. Earle has produced a well-written and comprehensive book that carefully and clearly explains how to develop successful public service campaigns.

As a public information official for the City of New York, I was often frustrated by the lack of information available on this subject. While I was able to glean some information from several books or internet sources, there was no definitive resource guide that offered solid counsel on how to effectively create and disseminate important messages to the public.

Mr. Earle's invaluable book is the guide I have been looking for. I was particularly enlightened by his insistence on the proper research and testing of ads, and his insightful critiques of numerous campaigns really illuminated the reasons why some ads worked well while others were either ineffective or counter-productive. These are but two examples of the many lessons I learned by reading this book, lessons that have already influenced the way I approach and execute my work.

In addition to being very informative, this book is also very inspiring. It really imparts that notion that cause marketing is a noble and important profession, one that can truly help change the world. In a way this book changed my life, because it really lit a fire under me to pursue new opportunities in this field. I'm sure that people who have the same passion for this kind of work will be similarly inspired!

Reading this book also led to an interesting experience: Not only did Mr. Earle share his wealth of knowledge and expertise with me through his book, but he was gracious enough to share it with me in person!

Several days after buying the book I contacted Mr. Earle and expressed my appreciation for his book. Not three weeks later I had the pleasure of meeting him and his colleague Barbara Fagan during his visit to New York City. Mr. Earle and Ms. Fagan gave me excellent career advice and some valuable observations regarding a public service campaign I created a couple of years ago. It was a most enjoyable and inspiring meeting!

I am also a fan of Mr. Earle's excellent website which offers additional information on cause marketing, including "picks" of the latest new cause marketing campaigns, availability and notification of seminars and lectures by Mr. Earle and his staff, latest news about social marketing activities, and links to interesting Cause sites.

Check it out!

What a pleasure to have a whole book devoted to the most noble kind of advertising. With refreshing sincerity, Richard Earle takes us through all the facets of building a public service campaign and offers valuable advise about everything from approaching the media to judging creative.

I really appreciated Richard Earle's insistence that the strategy behind the creative message be carefully thought through and tested. He presents some eye-opening reasons why this discipline is even more important in the realm of cause-related campaigns. While most of the case studies are about large-scale campaigns, there is plenty here for people working on a smaller scale.

Of particular interest to me, were Earle's thoughts about the need to reform political advertising. After a few brave comments, he says, "but that's the subject of another book". I'll be watching for it.

As a marketing professor, this is the first time I've come across a truly enlightening book on social cause marketing. I read it non-stop, page after page, devouring Mr. Earle's tons of wisdom. It gave much practical insights and I appreciate it coming from someone with lots of experience and daring to speak his mind out. The book covered a comprehensive range of topics including research. media, and the various forms of advertising. I found "Planning the Campaign" particularly instructive.

Social cause marketers must read this book. I see so many ads go to waste because of creative licence that has nothing to do with the audience's interests. How shameful! Especially so for social cause advertising that can potentially do more harm than good. It is high time that social cause marketers learn how to be more effective in their campaigns and ad agencies more responsible in their proposals.

As a researcher, I can't help but think through the various psychological theories that can be applied to explain the effectiveness and non-effectiveness of some of the campaigns. Some I can theorize why, and some I can't. It goes to show, this is really more an art than a science, and Mr Earle has helped us master the art.

Some non-fiction books are written by skillful scriveners with only a passing, or recently acquired, knowledge of the sibject matter; others by unquestionable experts whose literary skills have all the sparkle of a rural telephone directory.

Seldom does one encounter an author who has been there, done that, and is able to convey the "how-to" of his topic with both clarity and a touch of pizazz.

Such a book/writer combination is "The Art Of Cause Marketing" by Richard Earle, which may endure as a bible of non-commercial advertising, beginning with the genesis of core objectives through every aspect of the production, delivery and feedback processes.

It has the thoroughness of a scholarly text, but is rich in anecdotes, case histories and quotations from a veritable "Who's Who" of advertising heavyweights.

Much of its readability stems, no doubt, from Earle's early roots in television and theatre, prior to an impressive career as a copywriter, creative director and consultant in big-time marketing.

Among the millions of words he probably assembled and/or massaged, perhaps the most memorable would be one of the phrases of which he is least proud. His "enquiring minds want to know" rocketed a tabloid magazine to the top of its tawdry heap.

He is more likely to point with pride to his writing and supervision of the "Trust Tylenol" ads, which spearheaded that product's recovery and return to market domination after two nearly disastrous tampering incidents.

The candor and courage exhibited by his client, Johnson & Johnson, in that crisis reflected Earle's obviously strong belief that honesty, simplicity and straight talk have a far greater impact than shallowness, however cleverly it may be presented.

Before retiring to full-time involvement in cause marketing, Earle garnered two gold "Effies"," and over 50 other industry awards, including the coveted "Gold Lion" at Cannes, so he knows whereof he writes.

The 322 pages of this book are replete with examples of actual cause marketing campaigns, both those that succeeded and some that missed their marks. In the latter category, he shows a refreshing willingness to reveal many of his own bad calls.

Of current vintage are his detailed accounts of such ongoing campaigns as the anti-smoking drives in Massachusetts, which he serves as a principal consultant, and which have contributed to a dramatic reduction in cigarette usage throughout the Bay State and beyond.

Also seasoning the book are references to and direct quotations of scores of stars in the advertising firmament, most of them stemming from a direct relationship with the author.

Besides being a "must read" for the in crowd of both advertising and cauise marketing, Earle's volume contains a wealth of useful information for anyone involved in dealing with the public.

This reviewer, for one (an escapee from sales management), gained an entirely new perspective on both marketing and causes, seeing some things for the very first time and others for the first time without the filtering effect of smoke and mirrors.

Other readers, particularly those involved in the flawed campaigns cited, might find it rough going at times, since Richard Earle pulls no punches regarding the agonies of defeat as well as the thrills of victory.

It might well have been titled "How To Influence People Without Necessarily Winning Friends."