The physicist in education, Alexei Ivanov has been working in the advertising business for almost 15 years and writes about his business so excitingly that, having read only a few pages of his book, you catch yourself in a gambling desire to compose some advertisement, come up with a non-standard move, and be worried in search of wittysolutions.
The physicist in education, Alexei Ivanov has been working in the advertising business for almost 15 years and writes about his business so excitingly that, having read only a few pages of his book, you catch yourself in a gambling desire to compose some advertisement, come up with a non-standard move, and be worried in search of wittysolutions. Ivanov is unusually contagiously telling about “charms of conventive solutions in advertising”, about paradoxical strategies in business and that in life such solutions are much more common than it seems to us. This book is about “how often the right, strong decision lies in the direction directly opposite to what common sense tells us”. Reading this book seems to be washing his eyes, encourages with curiosity to look not only at advertising billboards, but to everything that surrounds us. This, it turns out, was the purpose of the author, what he is recognized in the conclusion of the book.
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