Overview
So why is there such a dearth of extraordinary advertising? Is it because clients don’t want it? Or because so few people know how to do it? Actually, it’s neither. Very little advertising ends up extraordinary because hardly any of the people involved in choosing it have been trained to do so.
How to sidestep the myriad impediments that thwart the development of extraordinary advertising. And how to recognize, explain and defend those advertising approaches that stand the best chance of being extraordinary—both in terms of visceral impact and empirical result—in their nascent stages.
Which is a) all this book is about, and b) the only justification for giving the subject more than two seconds of your time.