Creating Brand Loyalty:
The Management of Power Positioning and Really Great Advertising by Michael W. Maloney and Richard D. Czerniawski
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The vast majority of ads are mediocre — but don’t blame it on your ad agency. Blame it on yourself. This is the eye-opening advice of advertising experts Czerniawski and Maloney. They explain that most ad and marketing managers don’t understand their own responsibilities in the ad creation process — or how to marriage the delicate relationship with their agency.