Casting for Big Ideas: A New Manifesto for Agency Managers (An Adweek Book)

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Summary: A Window Into the Future of our Economy and Your Money
Review: This is one of the first books published which gives you a real look through the window of the future of our economy. The author, with years of experience in reporting how advertising effects our purchasing choices, offers an expert's point of view of advertising, which drives our economy. It effects everyone. It deals with how people will respond to advertising in this century (i.e. television, print media, the Internet) and how it will effect us. My broker said this book was more important than the ones he recommended about investing. We are all consumers experiencing an incredible transition from t.v. to cable, from cable to satellite, from magazine and newspaper ads to e-mail and Internet ads? If you want security what could be more important than to know what's going to happen to commercials on t.v., the web, or ads that inform you of sales and discounts in your local newspaper?

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Summary: Brilliant!
Review: Very interesting reading. A book explores some real opportunities of the future of the advertising industry. Should be treated as the surviving guide of every agency head before they walk into their next new business pitch or when they are seriously thinking about the wayout of their declining profits every year.