Creative Firepower!: Grow Faster with New Proactive Tactics in Advertising and Public Relations

Haller, head of CFI, a New York City advertising, sales-promotion and public-relations agency, expounds on what he calls ""ProActive tactics'' for selling products and company images. As befits a colonel in the U.S. Army Reserves, Haller takes a gung-ho approach, urging, for example, that businesspeople ``develop the best solution and exploit it to the fullest. Create new strategies and hard-hitting tactics. Pursue the objective relentlessly . . . and then some.'' He provides case histories in which he was involved, among them, a Longines Wittnauer watch sales campaign, Kash 'N' Gold's introduction of a line of novelty telephones and a corporate-image campaign for Matsushita, parent company of Panasonic, Technics, Quasar and National. He promotes advertorials in trade magazines and corporate advocacy a la Mobil, among other things. Although Haller's examples sometimes sound too successful to be true, he proves an able cheerleader. (September)