June 2007
Intermediate to advanced
448 pages
13h 28m
English
Content preview from Commonsense Direct and Digital Marketing, 5th Edition
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The Future of Marketing: Ten Predictions – and a Health Warning
‘Those who ignore the lessons of the past are condemned to repeat them.’
George Santayana
Above- and below-theline
When I entered advertising with such high hopes in the 1950s, I little realised I would end up in a ghetto located ‘below-the-line’. This rather demeaning phrase refers, in the UK at any rate, to all promotional activities other than advertising. It apparently derives from the way accountants at Unilever used to lay out the annual budget plan: advertising at the top ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.