A film director's guide to ad effectiveness

John Kastenholz and Chuck Young

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...

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