Bart White is the author of two books.
"But First These Messages...
The Selling of Broadcast Advertising"

and his latest -
"The New Ad Media Reality Electronic Over Print"
from Quorum Books.

                   All advertising is not created equal. This unique new look into the psychology of advertising explains why the electronic media should be the preferable form of advertising for any business interested in the maximum return on advertising investment. Using behavioral psychology as it applies to learning and consumer behavior, White details how and why radio and/or television is such a powerful advertising force and how advertisers can use it to maximize their advertising returns and reduce overall advertising waste.

Contents:

• Advertising and Information:
  
• Advertising is not Created Equal
  
• Historical Perspective:
  
• The Growth of Radio to the Growth of Television and Cable
  
• Our Changing Lifestyles
  
• Consumer Behavior Through the Decades
  
• Familiarity and Credibility
  
• How Advertising Influences Consumer Behavior
  
• Telling It Like It Is ... The Expectations and Limits of Advertising
  
• The Print Media ... What Newspapers Can and Cannot Do
  
• What Other Print Media Can and Cannot Do
  
• The Electronic Media -- What Retailers Can Expect
  
• The Psychology of Learning
  
• Early Childhood Education
  
• Dagmar
  
• Target Marketing
  
• What's Wrong With Today's Marketing
  
• Market Segmentation
  
• How to Effectively Target Market
  
• The Surgical Strike
  
• How To Target With Creative Copy
  
• Marketing and Advertising as Risk Taking
  
• Guidelines for Creative Copy
  
• The Advertising Manager Speaks
  
• The Need for Business Input
  
• Conclusions
  
• The Role of Businessperson
  
• What Effective Advertising Must Do
  
• Top 25 Mega-Brands by 1991 Ad Spending
  
• The Landscape of the Future ... Toward New and Emerging Technologies
  
• The Future Landscape
  
• Summary

To order THE NEW AD MEDIA REALITY in the U.S. and Canada you can call the publisher at 1-800-225-5800...
24 hours per day or go to www.amazon.com

Orders from all other countries can be handled by calling the same above number.