A film director's guide to ad effectiveness

In a 'Dear Steven' letter the authors explain how using a 'picture sort' analysis the strengths and weaknesses of a TV commercial (strategy, idea and execution) can be isolated.

A Film Director's Guide To Ad Effectiveness

Chuck YoungAmeritest andJohn KastenholzUnilever

Dear Steven,

Just thought I'd drop you a note to follow up on the question you asked the other night about breaking into the TV ad biz. I must say you seemed a little downcast at the party but, hey, remember box office isn't everything. I really think there's another Oscar waiting for you.

I talked to my friends at Unilever about the possibility of you directing some of their TV commercials in between feature films and needless to say they were thrilled!...

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