This book is obviously written by a practitioner. By someone who has lived and breathed for many years in the hot-house world of advertising, and who consequently knows his subject very well indeed. it is a very good, immensely practical guide for anyone about to get involved in the world of advertising. Roderick White explains, is simple, jargon-free, clear language, the basic concepts and techniques which the beginner needs to know about, to avoid confusion in what is a fairly complex business. The author strike a splendid balance between over-simplification and unnecessary detail.

it is consequently ideal book for anyone about to get involved in advertising for the first time, for people in a first job in advertising or marketing, and for teachers or students requiring a straightforwaed but reasonably detailed introduction to the subject.

In addtion, the book describes the advertising business in sufficient depth to be of use to specialist actually working in advertising who would like a broader knowledge of the business in whisch they work.