000			02347cgm a22003613a 4500
001			15098039
003			OSt
005			20170103164845.0
008			071130s2007 ke 118 mleng
010			_a 2007542037
020			_a9781456537876 [paperback]
040			_aDLC _cDLC _dDLC _eamim _dDLC
042			_alcode
100			_aMacabenta, Greg .
245	0	0	_aHow to make a benta : _banecdotes, lectures & articles from the advertising wars / _cGreg B. Macabenta
260			_a[Place of publication not identified] : _bMinority Media Service Inc., _cc2007
300			_ax, 289 pages : _billustrations ;
336			_2rdacontent _atext
337			_2rdamedia _aunmediated
338			_2rdacarrier _avolume
505			_aContent : 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
541			_aNBS-MANGO _hP 500.00 _xErnesto Galvez _yGeneral Education _zGeneral Education : Sociology
546			_aEnglish
650		0	_aOrphans
650		0	_aHousehold employees _vDrama
650		0	_aChild labor _vDrama.
906			_a7 _bcbc _corigode _du _encip _f20 _gy-movingim
942			_2ddc _cFIL
998			_cjesstony[new] w/ SL _d06/24/2014
999			_c188 _d188