It is a privilege for the co-authors to dedicate this book to the new generation of keen, eager, young people just entering the fields of afvertising ...marketing ... public relations... and research.

It is hoped that this volume of experiences from the old-timers will kindle fresh enthusiasms in the new-timers.

After those dull or troubled days, when it seems you have done nothing but "shovel smoke" pick up this book. Read the lessons learned and passed on by the old pros. Chances are you will find two or three ideas which will make your tomorrow more interesting and more resultful.