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Master radio and TV commercial maker Tony Schwartz (26,000 commercials to his credit) shows how producers can overcome media power and indifference by using unconventional methods to craft messages for radio and also for television - inexpensively and effectively. “Schwartz shares extraordinary principles and case studies not found in any other books,” according to Kathleen [...]

It is difficult to imagine life without a TV and even more difficult to have a TV program without a “commercial break.” Every program, every channel spices up viewing time with TV ads as never before. It is a ‘win-win” situation for the TV channel, for the company sponsoring the ad and the ad agency [...]