The cases collected together in this book are all about
managing some aspect of advertising. They involve the
kinds of decisions that have to be made by people work-
ing in the advertising business--that is to say， decisions
that arise during the planning and implementation of
advertising campaigns. In some cases these are the kind
of decisibns you would probably expect to be making，
such as defining target audiences， making creative and
media choices， and so on. In business， however， and par-
ticularly in advertising， things rarely go according to
plan， and the manager therefore has to make decisions
in possibly unfavorable circumstances about problems
that probably could not have been foreseen. No book
could hope to include cases covering all the types of prob-
lems you might ever encounter， but those collected here
offer you a wide selection. If you can cope with them suc-
cessfully， you will certainly have demonstrated your po-
tential as a manager.
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