Selling plans are the shark's teeth of the advertising/marketing professionals. And everyone in the business has to work with, for, or against these 'professional persuaders'. Readers of this book will not only discover insightful advice and anecdotes, but will also become intimately acquainted with the secrets of these master-salesman. Included are hundreds of tips from: Advertising agencies; Sales promotion agencies; Public relations firms; Institutional promotion and publicity departments; Direct marketing agencies; Corporate marketing/advertising agencies and Media: TV, radio, magazine and newspaper. Knowing how these professional persuaders work allows the reader to use their insights to his or her advantage. This is what makes the difference between winning and being a runner-up.