Far beyond the basics of the advertising creative department this book deals with the nuances of art direction, copywriting, strategy and selling the idea. Grounded in the reality of having done every job in the creative department, working on over 200 Fortune 100 brands or services and brands that started with an entrepreneur's dreams.Nearly 100 other professional creative directors, art directors, copywriter and teachers contributed sidebar readbites.For over 30 years students have been taught what's in this book by the author. Many of the creative directors, art directors, copywriters and teachers working today were taught by the author. Many have sidebar contributed readmits.