So, it's done! You have been hired as an advertising manager. Perhaps you were even happy at first: what’s so complicated about it?! Let's say that on the way home you pick up a thick tome on marketing and advertising. Don't be discouraged if, after reading a dozen pages, you start to feel sleepy—you're not the first, and you won't be the last. However, you are unlikely to fall asleep while reading this book. There is no place for boring theorizing - practice, practice and practice again! Skills will come with experience, but now it is important for you not to make mistakes, which is what this book, written by a person who has worked for more than ten years in an advertising agency, will teach you.