chapter  1
1 Pages

Words of Warning

Advertising knows no rules-it is 90 % common sense, 9% practical knowledge and 1% genius. For this reason the book is designed to give you a general grounding on the practical side and to tell you how best to take advantage of your own common sense. It makes no claim to cover every aspect of every situation-far from it! It has been designed in simple form and written in simple language. It sets out to give you the feel or, if you like, the atmosphere of advertising-and to train your mind to think in terms of publicity.