AMERICAN ADVERTISING AGENCIES

This is a very thorough coverage of the whys, hows, and wherefores of the genus ""advertising agent"" a book that should help a budding agency find out what it's all about, and where they might go; and a book to provide vocational leads for young people who think they want to get into advertising and are not sure just where. Basic principles of research, copy testing, planning, selling, purchasing, creative advertising, promotion. The new advertising outlets -- radio, direct mail, sales promotion, business films. The existing associations and their value. Last section poses problems for classroom discussion, giving the book a definite text book flavor, which nonetheless does not detract from its value for individual use.