How to become an Advertising Man --- By James Webb Young

Ignoring the sexist title and the 1963 publishing date, this book is a great crash-course for those interested in advertising. It is small, thin, and easy to read. However the best part of this book is that it theorizes a practice that is otherwise very difficult to pinpoint... which is, ofcourse, "how to become an advertising man" *cough* woman.

Briefly but sufficiently, he outlines 7 types of knowledge he/she must possess or have access to:

1. Knowledge of Propositions - what can you offer to the consumer that will appeal most to them?

2. Knowledge of Market - Who are you targeting and what are their ever-changing characteristics?

3. Knowledge of Messages - Knowing how to captivate your audience and drive the message home. Interest -> Desire -> Action.

4. Knowledge of Message Carriers - Where should you advertise?

5. Knowledge of Trade Channels -