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.

Otto Kleppner's Advertising Procedure. Thomas Russell.
First published in 1925 this is the advertisng version of the 'everything-you-need to-know-to-succeed-in...' books. Details the system that produces advertisements, but without any thought about what is a good advert-isement. (No entries for 'Bernbach', Doyle Dane...', ''Krone', 'Volkswagen'.)

Prentice Hall, NJ. 16th edition 2004.