Engagingly written by journalist and critic Robert Shore, this book provides the basic principles behind creating a successful advertisement. With clear explanations, illustrations and checklists for each chapter, the reader is guided through what goes into making an advertisement work. The popularity of the television series Mad Men has raised the public awareness of advertising firms and what may or may not happen behind the scenes. We all recognize advertising when we see it: it's those bits that surround the editorial content in papers and magazines, that interrupt TV programmes or pop up on the websites you like to browse.