Confessons of an Advertising Man.
David Ogilvy.

The first of Ogilvy's books and replete with his rules. Ogilvy was a great self-publicist founding what became Ogilvy & Mather a year before Doyle Dane Bernbach formed their agency. The first ad creator to go public with the theory that the consumer is not a moron. This is the book that Krone would have read before producing the Avis campaign.

Atheneum, NY 1963, and, later, numerous other publishers. Latest is Southbank 2005.
Helmut Krone. The book.

Changes in 20th century print: typo-photo; the Creative Revolution.
Influence on US ads of Euro-modernist, socialist designers.
Growth of New York as advertising centre.
Influence of rag-trade and formation of DDB.

Major 20th century ad theorists.
Paul Rand's contribution and influence.
Influence of Alexey Brodovich on Creative Revolution art directors.

Bernbach's theories; how Krone fulfilled and influenced them.
The Creative Revolution and its consequence.
Ad art direction vs. graphic design; Form vs. Concept.

Krone's life and work - how it changed advertising.
The first 100 Volkswagen ads.
The entire Avis campaign - its origins and importance.
Krone's reactions to work of George Lois and Howard Gossage.
Wit and involvement. On planning as a creative function.
On creativity as practised in ad agencies.
The process of advertising from a creative perspective.