"A contest-winning definition of advertising which has received a great deal of publicity is: 'The dissemination of information concerning an idea, service, or product to compel action in accordance with the intent of the advertiser.' It is easier to write a good definition of advertising than it is to write advertisements --- and it is still harder to tell others how to write them. This book by Victor O. Schwab does just that -- clearly, succintly, simply. It gets back to basic fundamentals, clearing away non-essential underbrush"--From the foreword.