Download PDF by Stan Tymorek: Advertising and Public Relations (Ferguson Career Launcher)

By Stan Tymorek

ISBN-10: 0816079617

ISBN-13: 9780816079612

ISBN-10: 1438132042

ISBN-13: 9781438132044

Ads and Public relatives offers the behind-the-scenes info readers have to release a winning profession in those fields, together with an summary of the present nation of the undefined, a breakdown of key jobs inside advertisements and public kinfolk, quickly proof, and information for powerful communications and networking. Readers turns into conversant in the bits and bobs of this undefined, together with its key courses, websites, faculties, and coaching courses.

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Extra info for Advertising and Public Relations (Ferguson Career Launcher)

Example text

I had several mentors. First, a marvelous guy named Myron Mahler, whose great forte was radio jingles. He was a grandson of the great composer Gustav Mahler; he picked out his tunes on the piano, only in the key of C, but boasted he’d made more money composing than his grandfather did. He initiated me into retail advertising, a superb grounding, where we could read the results of our advertising day by day in what goods were selling. Then there was Emil Frizzard—”Izzy”—a copy chief who took this young kid from a small agency and taught him how to operate within a big-agency structure, and to focus on a single, big idea, and look for executions that would express it cogently.

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Over the years TV advertising evolved, as with the move from longer-form commercials—60 seconds was standard, and I remember doing 90 second spots for Xerox—to progressively shorter spots. Then there was the use of humor, especially self-deprecating humor, a brilliant departure at fi rst, but increasingly resulting in pointless, even mindless advertising. The use of celebrities, always a feature of advertising, became more and more widespread. How about changes on the business side? I saw account management become a real profession.

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Advertising and Public Relations (Ferguson Career Launcher) by Stan Tymorek


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