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A `cookbook' of recipes for advertising

Prescription for Advertising, by Edmond A. Bruneau. Spokane, Wash.: Boston Books. 163 pp. $7.95. Studies indicate that the average person hears or sees from 600 to 1,600 advertising messages a day. How many does this average person remember? Ten? Five? On average, only one out of 16 messages can be recalled.

Unlike most advertising books on the market today, ``Prescription for Advertising'' is not written for the advertising professional, and it's not exactly a do-it-yourself book. ``Prescription for Advertising'' is a reference guide to help the business person decide what type of advertising to choose, where to go, and how to interact with professional advertising agencies and other advertising personnel.

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The author has worn many hats: He's been a newspaper editor, radio station announcer, media director, agency account executive, creative services manager, advertising director, and award-winning copywriter. His book offers a well-rounded explanation of advertising choices. He explains how to deal with the barriers that have intimidated and ``turned off'' business people.

Bruneau reminds us that the client is the boss and has more of a say than we might think.

Concisely, but in sufficient detail, the relevant topics are covered: setting an advertising budget; working with printers, artists, photographers, writers (he reminds us that Ernest Hemingway began his career as an advertising copywriter); buying print, radio, and TV; advertising on billboards, buses, and benches; using logos; preparing newsletters and coop ads. And yet the book is short enough to read and reread in one sitting.

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