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From Those Wonderful Folks Who Gave You Pearl Harbor: Front-Line Dispatches from the Advertising War by Jerry Della Femina & Charles Sopkin

Author:Jerry Della Femina & Charles Sopkin [Jerry Della Femina & Charles Sopkin] , Date: October 10, 2014 ,Views: 191

From Those Wonderful Folks Who Gave You Pearl Harbor: Front-Line Dispatches from the Advertising War by Jerry Della Femina & Charles Sopkin

Author:Jerry Della Femina & Charles Sopkin [Jerry Della Femina & Charles Sopkin]
Language: eng
Format: epub
Tags: General, Biography & Autobiography, Business & Economics, Advertising - United States, Business, Advertising & Promotion, Advertising, Autobiography
ISBN: 9781451609905
Publisher: Simon and Schuster
Published: 2010-07-20T00:49:36.109154+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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From Those Wonderful Folks Who Gave You Pearl Harbor: Front-Line Dispatches from the Advertising War by Jerry Della Femina & Charles Sopkin.epub


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