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From Those Wonderful Folks Who Gave You Pearl Harbor by Femina Jerry Della

Author:Femina, Jerry Della [Femina, Jerry Della] , Date: March 25, 2014 ,Views: 405

From Those Wonderful Folks Who Gave You Pearl Harbor by Femina Jerry Della

Author:Femina, Jerry Della [Femina, Jerry Della]
Language: eng
Format: mobi
Publisher: Canongate Books
Published: 2010-06-30T23:00:00+00:00


CHAPTER

EIGHT

FIGHTS

HEADACHES

THREE

WAYS

‘The average copywriter and art director never stop learning. You have to know your product so well you could go out and be a salesman for the company pushing the product. What you’re trying to do in all of this is to isolate the problem of the company – naturally they wouldn’t have switched their advertising to your agency if everything was going along fine. What you’re trying to do is to crystallize the problem. Once you arrive at the problem, then your job is really almost over, because the solving of the problem is nothing. The headache is finding out what the problem is …’



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