Describes an approach to creating a position in a prospective customer's mind - one that reflects a company's own strengths and weaknesses and those of its competitors. This book shows readers how to reposition a strong competitor and create a weak spot, use the present position to its best advantage, and choose the best name for a product.

A guide which explains how to create advertising that works, how to run an agency, how to write successful copy, and what the future holds for the advertising industry.

Identifies the definitive rules that govern the world of marketing. This book examines marketing campaigns that have succeeded and others that have failed, and why good ideas didn't live up to expectations. It contains real-life examples and commonsense suggestions.

A discussion of how modern advertising attempts to control our thoughts and desires in order to make us buy the products it produces.

Reveals a shift in marketing trends from advertising to publicity, citing the successes of such top brands as the Body Shop, Starbucks, and Wal-Mart, while sharing strategies on establishing credibility and implementing a slow PR build.

Among this collection of surprising, controversial and politically-incorrect American ads of the 1940s, readers can also find familiar products that haven't changed at all over the years, including Dole pineapples and Campbell's soup.