TY  - ADVS
AU  - Macabenta, Greg .
TI  - How to make a benta: anecdotes, lectures & articles from the advertising wars 
SN  - 9781456537876 [paperback]
PY  - 2007///
CY  - [Place of publication not identified]
PB  - Minority Media Service Inc.
KW  - Orphans
KW  - Household employees
KW  - Drama
KW  - Child labor
N1  - Content : Part I - Half a century in advertising ... and counting --  Introduction -- Been there, done that -- Getting into advertising -- Joining the salt mines -- The making of an AEs -- Breakinh down the damn wall -- Of doctors, lawyers, masahistas and ad specialist -- A fruitful agency - client relationship -- Marketing warfare -- Niche marketing -- OK, what do we say? -- Now, how do we say it? -- Keep it simple, sweetheart -- Taking the creative plunge -- Demons of advertising creativity -- Visual communication -- From storyboard to screen -- Jingle-making for non-musicians -- The new world media -- It's still back to basics -- The holy grail of reach and frequency -- Non-traditional media tactics -- A primer on PR -- The milo-ovaltine olympics -- Part II Taking on America -- Pioneering in California -- Servicing San Miguel -- Jump, sink or swim -- Saved by the bell -- The right Pinoy touch -- Johnny appleseed for the FilAm market -- Der's gold in dem dar global market -- Part III Postscript to a lifetime in advertising -- God's 15% -- My kind of people -- Tribute to tony de Joya -- An ode to the Ad industry
ER  -