Product Description
Praise for The Online Advertising Playbook

"Finally, someone has documented all we know about online advertising and how to do it right. As much as this confirms that online advertising really works, we know that marketers don't always get it right. The ARF's The Online Advertising Playbook provides critical insight on what sticks and what doesn't in online advertising and marketing."
—Greg Stuart, CEO and President, Interactive Advertising Bureau and coauthor of What Sticks

"The Online Advertising Playbook's principles, case studies, and strategic insights equip marketers with the best knowledge available. It will help your online advertising achieve the full range of marketing objectives, from lead generation and customer acquisition to driving trial and loyalty."
—Tim Kopp, Vice President, Global Interactive Marketing, The Coca-Cola Company

"To grow interactive marketing from here we need to institutionalize our wisdom and experience about what works. This book explains, in a disciplined way, what marketers have learned from a decade of massive change."
—Ted McConnell, Interactive Innovation Director, Procter & Gamble

"The Online Advertising Playbook is a milestone in the maturation of interactive advertising, but also an invaluable go-to guide for managers trying to make smart decisions with their advertising budgets."
—Van Riley, Vice President of Research, AOL

"The best marketing communication is spawned from what I call 'informed intuition.' After reading The Online Advertising Playbook, I am far better informed on how to optimize the online channel in our advertising and promotional programs. It's a perfect blend of case studies and research-backed learning."
—Rod DeVar, Manager, Advertising and Promotion, United States Postal Service

"Savvy marketers should take advantage of The Online Advertising Playbook's findings and principles to get real results."
—Chris Theodoros, Director of Industry Relations, Google

"A work of wisdom and rigor in the digital space that is as relevant for the newbie as it is for the digerati."
—Mike Donahue, Executive Vice President, American Association of Advertising Agencies

"This is a must-read for any marketing executive involved in online advertising. It's high time that a book looks at online advertising in the context of an integrative promotional strategy, one meant to set objectives, establish creative strategies, and measure results. The book nicely ties the various components of online advertising to relevant case studies, and the emphasis on measurement and results is refreshing. Not only is it relevant for marketing executives, it would also be a good basic text for any Internet advertising course and a good adjunct to any Internet marketing course."
—Henry Assael, Professor of Marketing, Stern School of Business, New York University ... Read more

Customer Reviews (9)

Good Read
I read this book to polish my own knowledge of different internet marketing tactics and strategies. I own my own business, Brew City Marketing, [...] and was looking to gain information that I could share with my own clients. I was pleased that there are many valuable resources in this book and think it is worth while to read if you are a business owner or a internet marketing company.

Everything you need to know about online advertising
While working in behavioral targeting (BT), I decided to learn a bit more about online advertising (OA). I bought "The Online Advertising Playbook", and it was a really good choice. This book has been written by the Advertising Research Foundation (ARF) in 2007.

To break the suspense, the book is of excellent quality. It is well written and the concepts are clearly presented and structured in the book. The first and final chapters are particularly interesting. In the first chapter, you will learn anything you need to know about targeted online advertising. The different targeting approaches are explained: demographic, contextual, behavioral, geographic, daypart, etc. In the final chapter, experts of online advertising give their mind about the future of this field.

The book is closed by a comprehensive glossary about online advertising. It needs to be noted since it is more than 30 pages long. As a conclusion, I would recommend this book to anybody working in online advertising or behavioral targeting. It is a must have in your library if you're working in this field. Congratulations to the ARF team for this excellent book!

Practical Playbook
There're books with titles that exaggerate for selling purpose, this is not such a book. The title objectively illustrates what the authors set out to achieve - concisely present 'proven strategies & tested tactics' based on extensive 'advertising research'. Key areas of digital marketing were well covered with good reference & citations, & also well selected case studies of how organizations achieved measurable business results thru the 'tested tactics'. The 'Futures' section is a nice surprise to wrap up the book, comprises of provocative views from both academia & industrial practitioners in how they see the field of online marketing will evolve. I look forward to reading the next version of the Playbook, with better coverage in the rapidly growing digital social media scene.

Complete online marketing resource
One might wonder how long a book having to do with online advertising strategy will last, considering the rapid pace of change in technology and online rules, but Joe Plummer, Steve Rappaport, Taddy Hall and Robert Barocci focus on strategies that are not particularly vulnerable to time or tech changes. They take online advertising in the direction of other sophisticated mass media advertising, including targeting specific markets precisely, and using multiple channels and other audience-oriented tactics. With this book's information and abundant real-life examples, marketing and brand managers can create winning plays. getAbstract thinks they will want this valuable tool on their desks so they can build their brands online and do it right.

Excellent Guide for Online Advertising
When I first received the book and skimmed it very quickly, I was initially disappointed. Too much text, lack of "punchlines", and seemed to cover only small number of facets of online advertising.

After reading the book carefully, though, I was impressed. Very detailed coverage of many topics, excellent citations and references to actual studies, and many cases that are discussed in detail.

The book would be an excellent textbook for a course on online advertising. It is not a "how-to" book, with lists of to-do items. Everything is substantiated by pointing to a related (academic or professional) research study. Many discussions reveal things that are not obvious even to seasoned professionals.

In short: Buy the book if you plan to invest the time to actually read the book, and you are interested in understanding in-depth many aspects of online advertising. If you just need a book that can be read quickly and you simply want to follow blindly its instructions, search for something else.

... Read more

Product Description

Clow and Baack examine advertising and promotions through the lens of integrated marketing communications.

Integrated Marketing Communications; Corporate Image and Brand Management; Buyer Behaviors; Promotions Opportunity Analysis; Advertising Management; Advertising Design: Theoretical Frameworks and Types of Appeals; Advertising Design: Message Strategies and Executional; Advertising Media Selection; E-active Marketing; Alternative Marketing; Database and Direct Response Marketing; Sales Promotions; Public Relations and Sponsorship Programs; Regulations and Ethical Concerns; Evaluating an Integrated Marketing Program

The carefully integrated approach of this text blends advertising, promotions and marketing communications together, providing readers with the information they need to understand the process and benefits of successful IMC campaigns.

Customer Reviews (18)

Newer edition better
This is a nice text. Very understandable, easy on the eyes,colourful. Newer (4th) edition is better though!

Did the job
The book had alot more highlighting than I had expected, but I was ok with that.
Fast delivery is the most important thing to me, and I did get it fast, so I was happy with that.

great product, great delivery time!
The book was in the condition decribed by seller, a great condition and it was delivered on time. 5 stars from me!

International Version Textbook
This international version textbook was half the price of the US version, while the seller claimed that "everything" was the same as US version, I found that the question sections at the end of each chapter had different questions than the US version. All the chapter text was the same but the review questions were different. Assignments came back a bit different as half of my class had the international version of this text. It was a pain to try and get the actual assignment questions from someone in the class with the US version text. But hey, I saved money in the end!

Great Service!
This is a great book for those wishing to review integrated communication strategies, or transition their marketing career.I ordered this book the weekend before Christmas and received it within 2 days.Great response and service! ... Read more

Product Description
This title presents the evolution of the ad. The history of western advertising is a long one, starting as early as the 1630s, when frenchman Theophraste Renaudot placed the first advertising notes in La Gazette de France, or in 1786, when William Tayler began to offer his services as "Agent to the Country's Printers, Booksellers, etc.," but the first time that the term "advertising agency" was used dates back to 1842, when Volney B. Palmer created his agency in Philadelphia, Pennsylvania. Widely considered to represent the birth of the modern advertising, this date marks the beginning of a creative industry that has transformed many commercial works into cultural icons.Divided by into sections by decades, this book explores the most legendary campaigns and brands of advertising's modern history, with specific anecdotes and comments on the importance on every campaign. You will find the picture of the camel that originated the Camel package, the first Coca Cola ad, and even how artworks by masters such as Picasso and Magritte have been used in advertising. ... Read more

Customer Reviews (3)

A history of advertising
Well, I liked a lot this book. Since the pictures (the style) of the book until the content is great. So, if you want to know more about Advertising, it's a good book. And the Amazon.com is fast in the shipping.

I really enjoy it
it`s a really complex book: you have many pictures and the main facts that you need to know about each product/commercial

Ads as Art Didn't Just Begin with Andy Warhol
As usual, when Taschen publishes a book, it is the definitive word on the subject. And, when they pick a title like A History of Advertising, it is just that, a full and complete history. Starting with in the 1630's, when Frenchman Theophraste Renaudot placed the first advertising notes in La Gazette de France, this coffee table book covers it all. The iconic ad campaigns of years gone by are well represented, with more than just the ads, but commentary, rough art, and often the stories behind the ads are included. From the Camel camel, to the first Coca-Cola ad, most of the ads are American, but given the worldwide reach of those ads, they are highly recognizable to almost anyone. Many of the early ads reflect America's cultural history of racism (particularly cleaning products and black house cleaners), but those ads are placed within context and don't overwhelm the book. Ads as art didn't just begin with Andy Warhol, he merely recognized that unsung artists working in the advertising world. ... Read more

Product Description
Advertising is a fantastic industry, but actually getting a job (or even your foot in the door) can seem next to impossible. Whether you're a student or a young professional loaded with questions, this one-of-a-kind guide shows you how to land a job and how to thrive once you're in and the pressure is on.

Authors Nancy Vonk and Janet Kestin are seasoned creative directors and longtime creative partners. In Pick Me, these industry leaders answer your toughest ad career questions, like:

• Is advertising right for me?
• How do I build a killer portfolio?
• How do I get an interview with the elusive creative director?
• Should I accept an unpaid internship?
• How do I find the right partner?
• How do I beat creative block?
• How do I avoid burnout?

Plus, fourteen industry superstars share their insights and explain how they broke into the business. You'll hear from Bob Barrie, Rick Boyko, David Droga, Mark Fenske, Neil French, Sally Hogshead, Mike Hughes, Shane Hutton, Brian Millar, Tom Monahan, Chuck Porter, Bob Scarpelli, Chris Staples, and Lorraine Tao.

Forget the clichés this is advertising as it really is. If you're hell-bent on making it, this informative guide will put you on track for a career in one of the most exciting businesses on the planet. ... Read more

Customer Reviews (8)

Has all the answers any junior creative could ask
This is basically an Q/A book written by two highly respected CDs along with several contributions from other members of the creative world. Along with the Q/A there are short stories about experiences, helpful advice as well as explanations of the real world of advertising. Its like sitting one on one with an old friend, some of the answers are funny and just comforting.

Pick Me Review
I recently finished reading Pick Me and really learned a lot from it.I am currently attending a school to build my portfolio in copywriting and felt that reading this book was like attending a whole new school, learning things that I would not have learned in my current school.I highly recommend this book to those trying to break into the industry.Although I'm not there yet, I feel like I'm that much closer after reading this book.

Great insights
As a college advertising student, I found this book tremendously useful. It answered tons of my questions about the advertising world and agency life (even questions I didn't know I had), and it offers a ton of tips to stand out in the crowd and get your foot in the door. Bottom line: Don't buy this book, because it'll keep me ahead of you.

Great preview of the ad agency culture.
The book is easy to read.It gives an overview of the ad business as well as the culture, attitude, and career opportunities that are unique to this business.

The only drawback for me was the fact that everything was based from a Creative Director's point of view.I would have liked to see some perspective from Account Executives, Copywriters, etc.

Brief insight to a complicated field
I'd give it more of a 3.5. Lots of practical advice about making it in the field. Only reason it scored lower is because it could've benefitted a little more samples and some more advertising resouces like the RedBook and such. Easy read. ... Read more

Product Description

The industry standard for 30 years—updated to include the newest developments in digitization and the three screens of video

Apply the latest advertising technologies
Build your brand in every medium
Create the right budget for each campaign

Through six previous editions, Advertising Media Planning has proven essential to the success of both practicing and aspiring media planners. Now in its seventh edition, it continues to provide valuable insight into the construction of media plans that most effectively achieve marketing objectives.

Advertising Media Planning, seventh edition, retains all the critical information you need to know abouttraditional media—including TV, radio, and print--while exploring the latest media forms, illustrated with majoradvertiser case histories. You’ll find comprehensive coverage of the latest media planning and digitaltechnologies, including:
• Organic and sponsored Google search • Digital out-of-home video • Internet banners • Computerized media channel planning • Cell phone mobile-media • DVR’s impact on TV commercial viewing • New online and traditional media measurement technologies • Interactive television• Cross-media planning • Data fusion • International competitive spending analysis

This is an exciting time for media planners. Those with the most creativity, strategic insight, and knowledge of the market are sure to find the greatest rewards. Providing firm grounding on the fundamentals and bringing you up to speed on the latest developments in digitization,this updated classic is the best and most complete companion available for navigating the new frontierof media planning. ... Read more

Customer Reviews (13)

Splendid Edition
This marks my 33rd year in the media field and yet I found literally dozens of interesting and useful bits of knowledge in this excellent book. A key asset: it is remarkably current, for example discussing the impact of social media and other new touchpoints. But its real strength is in the basics, providing thoughtful takes on the planning process. It is also an easy read, not heavy-handed nor verbose.Charts and tables are grounded in real case studies, enhancing the text. What a pleasure to read (and scribble throughout) this highly recommended edition.

7th (2010) Edition of Advertising Media Planning is the best
With so much pressure on planning agencies these days, it's hard to find the time and money to provide adequate training.The solution is the seventh (2010) edition of the classic media textbook: Advertising Media Planning by Roger Baron and Jack Sissors from McGraw-Hill.

Advertising Media Planning was initially published in the late Seventies by Jack Sissors, a professor at Northwestern University. He's had several well-known media industry co-authors for different updates.

In 2001, Professor Scissors turned to fellow Chicagoan, Roger Baron, SVP and Media Research Director of DraftFCB to be his co-author for the sixth edition. That edition was translated into Russian, Turkish, and Chinese even though the book focuses on US media. In fact, one fourth of the edition's sales came from outside of the United States. Professor Scissors passed away in 2004; now the book is entirely Roger Baron's work, though Roger continues to share authorship with the Professor, placing both names on the cover.

The book covers perennially thorny media planning issues like intermedia comparisons (Which medium is the most effective?), targeting (Who are my best prospects? How can I weight target segments correctly?), frequency (How often do prospects need to see an ad for it to work?) and many others.

Besides thorough coverage of traditional media which has been updated with the latest industry practices and illustrated with major advertiser case histories, there is extensive coverage of both digital media and new planning technologies. You'll find coverage of organic and sponsored search, mobile media, Internet banners and rich media, and multi-platform campaigns. The book explains many newer topics such as channel planning, interactive television, data fusion, the DVR's impact on TV commercial viewing, and much more.

CircMatters asked Mr. Baron how he saw the future of media planning and those that practice the art. "I see a bright future," said Baron. He explained why: "The needs of marketers have not changed. Advertisers spending hundreds of millions of dollars need to know those dollars are used as effectively and as efficiently as possible. Today's media world is so complex, and changes so quickly, that more than ever, it requires the services of full time, professional media planners."

I'd add this to the last sentence of that answer: ...provided those media planners are well-trained and know what they're talking about. Check out the book on Amazon. It's a bargain at twice the price.

Jack Hanrahan
Hanrahan Media Services LLC
Publisher of CircMatters

Hard book | Expensive Book | Not Here | Great Value
Great book. I love you Amazon. Skip the school lines and get your materials here. I saved over $250 by shopping on Amazon.com

Thorough and Comprehensive
This is a great introductin to media. From reach and frequency through the use of CMR to pull competitive media data, this book covers everything. The information is straightforward and ordered, and the writing is to the point. Included, there is a glossary that covers every definition you've forgotten. And there are a lot. This is an excellent book for someone who has taken time off from media and is looking to get back into it, or just a great reference tool for a person in the advertising industry. I highly recommend it.

Advertising and Media Plannig Book Perfect Purchase!
The book was impecable! perceft condition! and arrived just in time! very fast shipping!...nicely wrraped too! =) ... Read more

Product Description
The eighth edition of Shimp's market-leading ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS fully integrates all aspects of marketing communication. While continuing to focus on the time honored IMC methods, the text reflects new academic literature and practitioner developments in the field. Some reorganization along with comprehensive treatment on the fundamentals of advertising and promotion are the focus of the revision. Changes include earlier coverage of new brands (ch. 3), the latest in various forms of Internet advertising (ch. 13), a new chapter (18) on PR and word-of-mouth management, and expanded coverage environmental issues regarding global warming and sustainability in a newly-organized ethics chapter (21). ... Read more

Customer Reviews (4)

cheap
cheap compared to the US version which costs 3 times as much as what I paid for. slow delivery but I understood since it was an international order.

Came in fast and in great shape
The book I purchased was used, but looks new.It was shipped fast.I would buy books again from this seller.

International Edition
International Edition is exactly like the regular edition, only way cheaper! Seriously consider buying this instead!

A great all-around Marketing textbook
This is one of the best textbooks I've used while pursuing my MBA. Instead of being mired in academic theory, this focuses on real-world, applicable concepts. In a sea of boring, overly theoretical (and ridiculously overpriced) textbooks, this is a standout - two thumbs up! ... Read more

Product Description

Kleppner’s Advertising Procedure introduces readers to advertising by providing insight from professionals and recent examples that highlight the best advertisements and promotional techniques.

Background of Today’s Advertising; Roles of Advertising; Brand Planning and the Advertising Spiral; Target Marketing; The Advertising Agency, Media Services, and Other Services; The Advertiser’s Marketing/Advertising Operation; Media Strategy; Using Television; Using Radio; Using Newspapers; Using Magazines; Out-of-Home Advertising; Digital and Direct-Response Advertising; Sales Promotion; Research in Advertising; Creating the Message; The Total Concept: Words and Visuals; Print Production; Video and the Commercial; The Radio Commercial; Trademarks and Packaging; The Complete Campaign; International Advertising; Economic, Social, and Legal Effects of Advertising

MARKET: For account and/or creative people in the field of marketing communication, branding, integrated communications, and new media advertising.

Customer Reviews (9)

Nice Shape
The book is in great shape.Shipping was average, and I would definately buy from this seller again.

have the conditions they announced
Arrived a one week, not bad I guess. And the book is soo clean like they said on the description. I totally satisfied.

Product Review
The book was delivered to my house in mint condition. This is a honest seller. I would definitely order from this seller again.

Kleppner's Advertising Procedure 17th Ed. Review
I am not a fan of this seller. I have order this book over a month ago, and I have not yet recieved this book. I have tried to contact the seller, but I have gotten no response.

Exactly as advertised
Great condition, quick shipping and resolves any issues quickly. Issue in my case was that the book was sent back to them, but I was notified and it was fixed quickly. Will look to buy books from them again. ... Read more

Customer Reviews (2)

The BEST Information I've Ever Read!
It all started with an infomercial I saw o late night TV. Like all the rest, I didn't put much "stock" in it. But something about the author and his information got my attention, so I set my DVR to record the whole program next time it came on. About two days later, I sat down to watch the entire infomercial.
I was in the process of moving, so I forgot about it for a while. After I got settled in to my new place, I decided to do a Google search, and could only remember half the title, "Advertising Profits....."

Long story short, I ended up buying the book and giving it a try! The best investment in myself that I have ever made! This book is LOADED with excellent information about affiliate marketing and how to make money in this BILLION DOLLAR field!

As instructed, I read the book, took notes, highlighted, underlined, and put asterisks by the REAL important stuff. After a full read, I went back through it and started to put the techniques ino place one by one, step by step.

Theres no wonder why people are making LOTS of money in affiliate marketing. The information here is ROCK SOLID and it really works IF you folow the steps!

Buy this book and start making money THIS WEEK, like I did!!!

Buy the SYSTEM, it really is worth it!
The is THE MOST AMAZING SYSTEM for making loads of money by learning how to do Affiliate Marketing on the Internet from your home computer.But in order to get the most out of it, it is best to have the whole system, which tells you on video the 3 steps on how to set up your web page in 3 Steps to Earn Fast Profits, and the 3 video set which helps you master the Internet marketing system and maximize profits. The complete system also includes 3 booklets for how to set up advertising with Google, Yahoo!, MSN, MySpace, Twitter, & Facebook (and others).

This system is so great for someone who is disabled, home-bound, or works part-time, and wants an additional income.It is simply just a GREAT home business opportunity for anyone who wants to MAKE MONEY ON THE INTERNET QUICKLY! ... Read more

Product Description

FINALLY, ANSWERS TO THE QUESTION: HOW ARE BIG IDEAS BORN?

Product Description
The advertising industry is in a state of flux. In an age where we can choose what media we consume, the traditional channels of TV, press and poster are no longer always the most effective methods for a brand to reach its target audience. As a result, global brands are opting to implement ever more inventive and original schemes to get their projects talked about. Microsoft covered Manhattan in butterfly stickers, Volkswagen made a car out of ice and parked it on a London street, and Adidas suspended two soccer players high above the streets of Tokyo for a death-defying faceoff. This book shows the best international examples of the varied and inventive tactics that are being used today by big-name brands, non-profit organizations and individuals to promote themselves, their ideas and their products. Over 70 international campaigns are featured, grouped according to their approach: stunts, street propaganda, sneaky tactics, site-specific campaigns and multi-fronted attacks. ... Read more

Customer Reviews (8)

OOH effectiveness
Great examples of impressive outdoor campaigns. The stuff clients would like to have, even though only a few of them have the stomach to approve it. Marketing in pure status, great ideas, lots of them very inexpensive, some difficult to execute because of legal restrictions. A book to have in any library if you like effective advertising. This would be a book which would be difficult to sell over Amazon's Kindle device because of the pictures.

Good to have around
I agree that this book will be out of date soon but it is nice to see where this type of advertising started. Many of these were the first of it's kind and truly innovative. Nice, large photos with some explanations. I think it is a good book to keep on your bookshelf as a reference.

Arrived on time and in great condition!
Came in the same condition it said it would be in: new. It arrived on time and I didn't have to worry that it wasn't coming. Great service!

it's a good read once refference
It's not bad but it'll be out dated in a few years just because the subject matter changes so quickly.

wonderful.
this book is great as a source of inspiration. i'm very happy with this purchase. ... Read more

Product Description
For Introductory courses in Advertising, offered in Marketing, Journalism and Communication departments. Advertising: Principles And Practice, 7e is the only advertising textbook that emphasizes measuring advertising effectiveness. ... Read more

Customer Reviews (9)

good timing
since i ordered this book a little late for class, my book came in just in time, and an excellent condition. I'll continue ordering from here.

excellent product!! thanks to the seller!!
I needed the 8th edition of this book for a class, but it was 150 dollars!! So I came on Amazon and found the 7th edition for 8 dollars...amazing! Its the same exact thing..basically word-for-word. I just got an A on my test too. I would highly recommend this book if you're taking an advertising class!

College course books
Was very pleased with my purchased.Great price and book is in excellent condition.

Great Purchase
This book was great.It came in really good shape and I received it within days of my order!

Great Bookd
Book was exactly what i ordered.Arrived promtly with no issues at all.Would by from this buyer again. ... Read more

Product Description
Powerful and practical, current and cutting-edge, ADVERTISING AND INTEGRATED BRAND PROMOTION, 5e captures the thrill of advertising with its integrated learning experience, solid theory, real-world examples, and coverage of emerging trends. ... Read more

Customer Reviews (7)

This is a textbook?
This isn't written like your ordinary textbook at all. It's informative and entertaining all at once. I've read plenty of dry academic textbooks in my life. This one breaks the mold. The author boldly chucks humor here and there. Each chapter reveals current trends and controversies within the marketing/advertising/business world.

This book offers:
-loads of current color ad's
-bold print terms to know (quick way to learn insider jargon)
-footnoted listings of author's sources (if inclined to look up)
-quick glance chapter objectives at beginning
-chapter summary at end (easy to reference when studying)

It's loaded with enough information for a newbie to demystify the advertising world. I'd recommend adding it as a reference book in your library even if you're not into advertising. It offers insight for entrepreneurs wanting to gain knowledge about how advertising firms work before you go looking for one to research, design, and carry out your advertising goals.

great speed!
i was very pleased with the shipping time. It came in one or two days. perfect!

Recommended
I was very happy with my purchase from this seller. Item arrived quickly and seller sent an email asking if item was received and if I was happy with it. I would purchase from this seller again and highly recommend them.

Book for school
Thank you very much I got the item just in time for school and at a good price.

Very Late Shipment
I ordered this book on Feb 19th, received it March 28th. That's a ridiculous lag time, especially for goods that are time-sensitive like textbooks.I had to go through my midterms with no book b/c of this sender failing to put it out in a timely manner. This experience confirmed all my fears/reservations of using Amazon and relying on people in this marketplace. ... Read more

Product Description
Great copy is the heart and soul of the advertising business. In this practical guide, legendary copywriter Joe Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy. For anyone who wants to break into the business, this is the ultimate companion resource for unlimited success. ... Read more

Customer Reviews (36)

Great and reliable service!
Great book, great price!Received it in a timely manner.I am very satisfied with my purchase.

Outdated and Impractical for Web Advertising
There is something very important that you should know before you buy this book.If you are interested in writing copy for sales, especially website copy, you will not find this book helpful.

Author Joseph Sugarman was a marketing guru during the 70's and 80's, I think everyone familiar with the products he promoted can agree to that.The problem is that all of his case studies, personal anecdotes, and print ad examples in the book are literally three to four decades old.This book focuses almost entirely on writing copy for direct marketing, ads that are thousands of words in length that have generally been a thing of the past since the 80's.Sugarman dedicates less than 15 pages of a more than 300-page book to a general discussion of the impact that the internet has on sales, with no real techniques for writing web copy.

What I found extremely unusual was the egotistical nature of the author.Sugarman makes numerous boasts about his work, and often namedrops his seminar attendants when it's entirely unimportant to readers looking to improve their writing skills.The most bizarre inclusion in the book is a story of a hot blonde in a miniskirt who saunters into his office, supposedly to offer sex in exchange for his copywriting help after her direct-mail campaign failed.Even if one could actually bring themselves to believe such a far-fetched yarn, it had no reason being in this book.

I write this review with the advance understanding that his seminar attendants will vote that my review was not helpful.I had hoped to learn a great deal from this book, it's unfortunate that it fell far below my expectations.

Definately one of my favorites
As I began to read this book, I realized something very significant.. I already had the book on my shelf collecting dust.This read however grabbed me like no copywriting book has in a very long time. I was never a joe Sugarman fan, but I must admit I have been converted.If you buy this book and you don't like it, you are either already a genius copywriter that couldn't learn anything OR you are so new that the content is to advanced to absord.I believe the first time I tried to read it I was one of the ladder of the two.I read it twice the second time I bought it and it really changed how I write. Definately one of thebest books on writing a solid sales piece.

Not for today's copywriting world
First of all, Sugarman is not a good writer. His prose is clunky and, at times, non-grammatical. The way the book is written does not inspire confidence in Sugarman's advice.

Sugarman makes one serious mistake in this book: he assumes that it is ads that sell product. In some cases this is true, but in others, ads only get people to consider a product. His first example - the "Laser Beam Digital Watch" - shows this naivete. Sugarman thinks that his choice of name made a difference in the watch's sales; there might be a minor difference, but it is more likely that the watch sold itself. Sugarman is convinced that he is the god of advertising, and nothing will change that conviction; this leads to a book that suggests that products don't count, only ad copy. Anyone who writes copy for a living knows that this is not the case - well, other than for, say, bottled water. Products sell, and ad copy helps nudge consumers to first learn about, then consider, and, finally, decide which product they are going to buy.

This book focuses too much on "direct marketing" ads: those ads with 2,000 words of text, testimonials, repeated sales arguments, and a couple of pictures. Ads with little graphic content, which mostly depend on words. Not only do few copywriters work with this type of ad, but they are something that dates back to the 1970s. (It's sad to see that many of the examples in this book are so old and out-of-date for today's copywriters.)

After I got to around page 35, I flipped through the rest of the book, and, seeing nothing more than 2,000-word ads from the 70s, I gave up and returned it. It's fair to say that the description of this book is deceptive, but I guess it just shows that copywriting can work.

There a better books on copywriting out there
I was very disappointed in this book as I was expecting more from it. Though it has good information in it, it is a very primary book on copywriting, plus the author spends a little too much time talking about himself. Robert Bly's Copywriter's Handbook is a much much better buy

... Read more

Product Description
How to find the ideas that make for great ads anddeliver them in fresh,memorable, persuasiveways.Ideas are what make advertising great, but they're elusive, which is whygreat ads are so rare.Advertising: Concept andCopy covers the conceptual process,from developing smart strategy toexecuting it with strong,distinctive copy. Over two hundredads, many in color, demonstrate the strong thinking and writing thatunderlie the bestadvertising. 45 color, 180 black & white ... Read more

Customer Reviews (12)

Better than Strunk and White
This book is about advertising copy, but it is so strong and clear about writing in general that every student of writing ought to own it, study it, and memorize it.

This is a Solid Advertising Book
I've read several popular advertising books, and this is the best by far. I'm half way through, and this is a must read for aspiring ad men.

The book is a primer, but it goes right down to the key nuts and bolts.

Clear and Concise
An excellent teaching tool filled with well-chosen examples. The book is written in a direct, natural tone that is easy to understand.

My only criticism is that the authors should have included a section on the the history of advertising.

Ad Book
This product came in a decent time and there wasn't any hassle.

It was in great condition and I would recommend this seller.

Bravo George Felton!
This book will give you a good and serious all-around the world of advertising. There's always more than one creative solution but only one strategy. And that's what this book is all about: Finding the best concept/idea for the right strategy. Bravo George Felton! ... Read more

Product Description
When the first edition of Herbert Gardner's The Advertising Agency Business was published, it was heralded as the most comprehensive management guide to this dynamic, fast-changing business. The second edition established the book as the standard work on the subject. This newly revised edition by Eugene Hameroff continues that tradition.In twenty-eight short, easy-to-read chapters, you will find out how to:

• Start an agency
• Manage your agency profitably with key financial insights, including expert guidance on determining income and profit; allocating gross income, developing solid billing procedures; identifying key operating figures; developing timely, reliable financial reports for your agency and for your clients
• Evaluate an agency
• Structure ownership
• Manage, develop, and evaluate personnel
• Develop mutually beneficial relationships with clients and suppliers
• Generate new business through aggressive lead generation knowledgeable assessment of client personnel blockbuster presentations

Customer Reviews (10)

Common Sense
I read this book in hopes that it would teach me a little more about agency financials.All it did was affirm that I knew it already.Any business person that has a good grasp on financial information has all the tools they need to start an agency and can avoid buying this book.

INFORMATIVE
This book gives a good sense on how to handle agency finances. Alot of the concepts are along the lines of an Olgilvy book but this author breaks the contents down. The book is easy to understand and does not contain alot of big words that need to be looked up in order to understand the information being conveyed. Overall good buy.

very useful
I bought this book when I was marcoms manager on the side of agency's largest client. I wanted to get an insight into how an agency operates, and this book was only partly useful. If I was managing director of an ad agency I would probably find it more directly usable. It gives a lot on the financial side of running an agency. I dont think the MD of my former agency has got one :)

Reality Check
I read this and thought: what a reality check! Tons of people filter through agencies on their way to some other gig. But some people are staying in the agency world for good, in some capacity or another. They should all read this book.

There's not always one right answer as to how to run your agency, but there are, thankfully, some standard business practices and parameters, which are plainly described in this book.

I think it makes for a more balanced and effective agency.

The price is right. There's a lot of truly useful information you can share. It helps to demystify and guide. Even if you're not in a position to control the business side of your company, having this book sitting on your desk is kind ofempowering. I'm glad I bought it.

Not For Everyone
This book was not written recently and many parts of it reflect that fact. It's pretty dated. It speaks mostly of the big agency world. If your already in that world, you might find the attention to accounting details helpful, as the author is clearly experienced and pays attention to dollar details. If your planning to start a small agency, (bootstrapping) you could do better than this book. If you're ready to seek funding then hire a big staff and go after Johnson and Johnson, this might have some info you could use. ... Read more

Product Description

From the international go-to guys in small business know-how:

Your source for the strategies, skills and confidence every business owner needs to succeed

Remember what it was like learning how to ride a bicycle? Now imagine how it would've been if you'd tried to do it blindfolded.

Pretty scary, right?

Yet, right now, all over the world, millions of men and women are trying to make a go of running small businesses without a clear picture of where they're going or how to get ahead. No wonder so many small businesses fail in their first year of operation.

Don't become another statistic. Let the Instant Success Series show you how to get up on that Schwinn and ride it to success.

Written by whiz kid entrepreneur and renowned international business coach Bradley Sugars, the Instant Success Series arms hardworking independent business owners like you with all the tools for success.Instant Success books tackle an array of business topics using strategies developed by Sugars and the crack business coaches at Action International, a global network that has helped nearly half a million business owners, worldwide, realize their dreams of success.

Customer Reviews (14)

Nothing happens until something is sold
This is an excellent training in the art of accomplishing the main objective.The author leads you away from advertising for the sake of advertising, for the sake of being witty or entertaining or for the sake of winning awards.You are taught to create ads that accomplish your real purpose, which is usually to sell your product or service.All of that seems like a no-brainer until you look at a lot of advertising.Small advertisers are often boring and large advertisers are so busy being cute that they miss the point.I watched the Aflac duck for a couple years and never knew what he wanted me to do.Finally when I read another book on advertising I found out they were after name recognition.They were tired of being such a large company that nobody had heard of.Not sure how that puts money back in the company piggy bank but I guess the ad did what they wanted it to do. Instant Advertising (Instant Success)

Instant Advertising
What a great book!
If you're looking for a book full of practical examples and great tips on how to create an ad that will actually make people buy your products (the whole point of advertising isn't it?!), then do yourself a favor and order this one! This book by itself has given me more useful and easy to apply tips then half a dozen other advertising books I've read put together AND this one was easier to read.
M. B. Minnesota, USA.

Fantastic Read!
This book is truely packed with valuable information! A "Must Read" for all you "multi hat" type small business owners!

Careful--He has people in his coaching firm write the reviews
I saw this book on business coaching advertised in Entrepreneur magazine next to a large advertisement for Action Coaching--a franchise.Is it not strange that the names of each reviewer can be "googled" and most, if not all, are members of "Action Coaching."Evidently no one outside of his "firm" found the book worth reviewing.This smacks of unethical behavior--your subordinates and friends writing superlative remarks about your work.

His books may be worthwhile...but I won't pad his pockets.

Quit Running Ads that Don't Work!
There's a big difference between an ad that sells your products and services and one that simply drains your bank account.This book shows you how to effectively use your hard-earned dollars to generate the maximum impact for your business.Brad Sugars discusses 149 different strategies to help you pinpoint your ad budget for greatest results.I particulary like the marketing campaign analysis which helps me objectively decide which ads to run and how much to spend.The book covers direct mail, print, radio, TV, and internet mediums and helps me to determine which is best suited to my business.I enthusiastically recommend it to any owner or decision-maker who spends money to advertise their business! ... Read more

Product Description
It has become impossible to imagine our culture without advertising. But how and why did advertising become a determiner of our self-image? Advertising the American Dream looks carefully at the two decades when advertising discovered striking new ways to play on our anxieties and to promise solace for the masses.
As American society became more urban, more complex, and more dominated by massive bureaucracies, the old American Dream seemed threatened. Advertisers may only have dimly perceived the profound transformations America was experiencing. However, the advertising they created is a wonderfully graphic record of the underlying assumptions and changing values in American culture. With extensive reference to the popular media--radio broadcasts, confession magazines, and tabloid newspapers--Professor Marchand describes how advertisers manipulated modern art and photography to promote an enduring "consumption ethic." ... Read more

Customer Reviews (4)

unnessesary
chillin on my floor cuz i had to drop the class because it was 40 min away and i was unaware until i tried to find it.

But how may americans saw the ad?
My only problem with Marchand is that he does not, and really, cannot gauge the effect these ads had on people.While the book is insightfull, well written, and full of intellectal tidbits, that one weakness does tend to bother.

Overall, a very good read that provides a nice comparision and contrast with other authors like Lizabeth Cohen.

Excellent read
Marchand's book is an excellent overview of print ads from 1920-1940. Drawing upon copious research, Marchand makes the case that many of the features of modern print ads first appeared during this time period. Ads from Lysol and Lucky Strike are featured as well as some from lesser-known companies. Innovations such as the use of color and the use of the dramatic monologue are also featured. A must -read for those interested in history, business or graphic arts.

A Probing Account of Advertising 1920-1940
Roland Marchand's book is an excellent analysis and history of the advertising industry's move towards modernization from the 20s to the 40s. Beautifully illustrated and entertainingly written, Marchand's book lays out important paradigms for the analysis of advertising of the period. Hisaccounts of the different advertising "parables" created duringthe time to sell more and more consumer goods is fascinating. A must-read. ... Read more

Product Description

Customer Reviews (5)

Another Science Fiction
Really neat book. Cool retro advertizing art from a time now long since past and much more innocent.

Interest, but could be better
Very small print, could have been better. A little history, and picture, but they really did not tie together that well

Treasure
For those of us who grew up during the golden age of space exploration, this book is a treasure trove. Although I had never seen most of the illustrations they transported me back to those exciting days when America had vision, courage, and commitment. Now as we shut down the shuttle program, I wonder what happened.

To the Moon -- And Beyond!
I came across some old Look and Life magazines at a thrift shop recently. They all featured John F. Kennedy - his inaugural as president, his assassination, the funeral, Jackie and the kids one year after. Important and memorable topics, but when I actually sat down to look at the magazines, I found that I was flipping past the articles and studying the ads. Buicks and Studebakers and Chevys, cigarettes, whiskey and beer, typewriters, canned soup, TV dinners. They were fascinating.

Author Megan Prelinger collected the best and most interesting ads from five years worth of aviation and technology magazines. The result is Another Science Fiction, a document that is probably more revealing about the era than the collected articles in those same magazines, and certainly more entertaining.

The overall impression is one of optimism and the expectation that science and technology will pave the way to a bright future. We're going to the moon. ... and beyond!

Contrast that with aviation and technology magazines of today. The ads are overwhelmingly military-themed, featuring weapons and soldiers. They are utilitarian ads, using photographs and text.

The space age ads are also often utilitarian and direct, but just as often they are whimsical or futuristic. Many are works of art. The Martin Company (later Martin-Marietta, then Lockheed-Martin) used many paintings by graphic artist Willi K. Baum, most of which would not look out of place in a modern art gallery.

On opening Another Science Fiction, I first looked at all the images, and then read the text later. It was fun to start to recognize the style of some of the regular artists for the various companies. The text was informative, explaining what some of the ad campaigns were about (some of the products advertised were pretty technical and specific to the space and aviation industries). Prelinger also talks about how the space race influenced the appearance of books and magazines, TV and movies.

The result is a crash course in one brief shining moment in American history.

Nostalgia for the future that never was
If you were a youngster like me during the dawn of The Space Age, this book is a trip down memory lane.

I read and watched everything I could find about space travel and aviation, so most of these ads passed by my eyes at one time or another.

It was fun turning the pages and coming upon an image that I hadn't seen in 50 years or more. It recalled to me the wonder and the fabulous anticipation I felt at the time as man made his first baby steps into space.

The book is also kind of depressing, to see visions of a future that never arrived. The shuttle looks likes like a bus with wings, not the sleek streamlined spacecraft of the 50's. The ISS looks like a floating junk yard compared to the giant rotating wheeled space stations of those days. Damn it, I want my private spaceship, my vacations on the moon, tourist trips to Mars, day trips to the giant wheel space stations. What happened to the future we were promised in all these ads?

Oh well, if you're a Baby Boomer, and you were/are a space enthusiast who grew up in the late 50's and early 60's, you WILL enjoy this book. ... Read more

Product Description

Customer Reviews (16)

Ogilvy Again?
Styles change, colors morph, trends and fads come and go. Principles on the other hand remain common sense natural laws that endure and stand the test of time. Most of Ogilvy's work remains principle-based. Ken Romanoffers fascinating and engaging insights, based on a view that could only come fromworking with D.O. first hand.
Today's younger practitioners would be wise to seize onto Ogilvy's work,disregard the dated graphics-and make his principles relevant to today's Customers.
An enjoyable read for anyone interested in Madison Avenue's golden age, and its subssquent decline.

A disappointing biography
This book is a doughnut.There is a hole in the middle.

David Ogilvy arrived in the US from Britain after WWII and built one of the world's largest and most respected advertising agencies.He changed the rules of the game, created a number of very famous advertisements and left behind a large number of quotable Ogilvyisms.It's a great story, but most of that story is not in this book.

The King of Madison Avenue is 250 pages long.The first 70 pages deal with Ogilvy's life prior to founding O&M.Then, by page 154, it's 1973, Ogilvy is 62 years old and he's now chairman and out of front line management.For those who have read either or both of Ogilvy's two books on advertising, Confessions of an Advertising Man and Ogilvy on Advertising, much of this part of the book is familiar.

Then follows 100 pages of snippets about Ogilvy, not in chronological order, and largely relating to his later years.

Any biography of David Ogilvy must, to a large extent, also be a history of Ogilvy & Mather because the two stories are intertwined.We all want to read about Ogilvy's role in the rise of Ogilvy & Mather.

Ogilvy used to boast that he had won 29 major accounts, a record unmatched in his industry.How did a British Immigrant, with no connections in the US, do that?Surely he told war stories about how he obtained introductions to the leaders of America's largest corporations and what he said and did at the pitches to win the business?This is the stuff of legend.None of it is in this book.

Kenneth Roman worked with David Ogilvy, but not during the glory years when Ogilvy was racing to the top of his profession.He did not know David Ogilvy when he was a lion in his prime; he knew him when he was a charming old buffer, still working but not in front line management, and, predominantly, this is the Ogilvy we see in the book.

It is understandable that the author did not have first hand knowledge of this era, but he would have had access to many people who lived through those times.It is therefore difficult to understand why he did not devote more effort to documenting Ogilvy's ascension during this period.That is the David Ogilvy story and it remains largely untold.

The King of Madison Avenue is, however, the only biography (apart from Ogilvy's autobiography) that has been written about this fascinating man - and it will have to do until a better one comes along.

I jumped at the opportunity to read more about the man many consider as one of the fathers of modern advertising.
David Ogilvy's OGILVY ON ADVERTISING is one of my favorite
books on the subject . . . in fact, for several years, I used it
as the text for the advertising course that I taught.

So when I saw there was a biography written about him,
THE KING OF MADISON AVENUE by Kenneth Roman, I
jumped at the opportunity to read more about the man many
consider as one of the fathers of modern advertising.

He was quite a character who not only built Ogilvy & Mather into
a global enterprise, but who also worked undercover as
a British agent in Washington and spent time as a farmer
in the Amish country . . . this entertaining tale of his
life gave me a real feel for the man who had some strong
opinions about the profession--including this one:

*If you spend your advertising budget entertaining the consumer, you
are a bloody fool. Housewives don't buy a new detergent because the
manufacturer told a joke on television last night. They buy it because
it promised a benefit. If I could persuade the lunatics to give up their
pursuit of awards, I would die happy.

I also liked reading about Ogilvy's life outside of work . . . in his
latter years, he moved to France where he invited hundreds
of people to come see him:

* Dozens took him up on it. People would invite themselves for tea
and be coaxed to stay the night. One young couple asked if they
could come for a night and stayed for six. He put some houseguests
to work improving his dry moat--a dirty job--confiding that guests
seldom outstayed their welcome if put to work.

Ordinarily, I don't pay too much attention to a book's
documentation. . . yet that said, Roman is to be commended
on his thorough job of research . . . there are some 17 pages
of Source Notes; however, what most caught my attention was
the Afterword devoted to "(More) Unpublished David Ogilvy" . . . my
favorite was this Memo he wrote his Board of Directors:

* During the Kaiser's war, whenever one of Churchill's colleagues in
the Cabinet got mad at him, he would write to them in this vein:

"We are on the stage of history. Let us keep our anger for the
common foe."

With a little modification, we should sometimes say this to each other.

Even if you're not a fan of biographies or advertising, give this
one a chance . . . you'll find it fascinating.

Ken Roman has set a standard
Ken Roman is an extraordinarily focused man. Like all of us, he fell under David Ogilvy's spell, yet forged his own path through the forest, moved Ogilvy & Mather forward, and created new ways of thinking about the agency and its business. In this exhaustively researched life, Ken has captured David Ogilvy's amazing story that extends from the home counties of England to success on Madison Avenue and beyond. He has explored the literature, scoured original documents, and painted a rich picture of the David Ogilvy we love, cherish, and revere, and which many people, frankly, don't know or don't understand. But the Ogilvy portrait painted isn't totally rich and respectful. We discover a self-focused, self-absorbed genius who lived by the hour and the day, and who was totally focused on his own business and his own livelihood. Ken describes a man who never managed, never moderated, and never controlled his own behavior, but who unfailingly said, acted, and did whatever he felt like doing, wherever he was, and whatever he was doing at the time. Those of us who knew David Ogilvy know that this is true. And Ken has tapped into that reality. But Ken never went beyond the chapter and verse of David's life. He never attempted to justify his behavior. He never excused him. In fact, no judgments at all are made in Ken's book. Perhaps that wasn't his objective. Perhaps it was a bridge too far. Nevertheless, he has produced a landmark, literary work. For the first time, a definitive David Ogilvy story has been told, which readers around the globe can embrace, enjoy and celebrate, and tell their friends about - all of which Ken deserves. But make no mistake. David Ogilvy was an outlier. Out there somewhere is the truth about the genius of this man.

Oglivy book a must for anyone in advertising/marketing
I am almost finished with "The King of Madison Avenue". I am so grateful that I picked it out to read because I've spent my life in advertising and the insights were amazing!!Anyone would enjoy this, but especially if you have been in advertising or marketing!!What a life! ... Read more

Product Description

Moriarty teaches students about effective marketing.

The text covers the foundations of advertising, planning and strategy, effective advertising media, creating effective messages, as well as integration and evaluation.

For advertising professionals and business students concentrating in marketing or advertising.

Customer Reviews (6)

Too costly for typos.
I understand that nobody is perfect, and that even after a barrage of editors, a thing or two can slip by in the publishing world. But not when a book costs $188. I was already annoyed that the 7th ed is SIGNIFICANTLY cheaper, but my professor requires 8th ed. But, I'm sure that, being an upgraded version, it must be a vast improvement over 7th, that the content is extremely different and better, and that all errors have been fixed. Then I open the book, begin to read, and on page 3 (Which both 2 and 3 are half pages, so practically page 2. Of the preface, so technically xxvii.) there is a glaringly obvious typo. Could someone please tell me what word "andeffective" is? So, this book has a lot of ground to make up for being absurdly expensive AND flawed.

Never Received The book. This happened to two books I will never do business with them again.
Never purchase from this vendor. he didn't send two books. Terrible to do business with.

A complete mess
The previous reviewer ("book maven") is correct. This textbook is a virtual trainwreck- poorly written/edited (see how they misspell "Brainfog" on page 375 ), disorganized and repetitive. Each chapter rehashes the same concepts - only the buzzwords, choices of filler and the smug insights from a series of talking heads change.

Most notable, however, is the lingering sense that the authors might be a bit lost on how their subject matter relates to the real world. This is rather important for the advertisers, clients and customers that live there. They appear so clueless when they attempt to address "new" media (like the internet), that it's downright comical. It's not 1998 anymore.It's time to either provide some realistic insights, or step aside and drop this volume onto the history shelf.

Any (good) advertising resource should tell you that bewildering the customer is not a sound marketing practice. Charging them $139 (and that's the Amazon price, the list is $195) for the experience is downright unethical.

Needed this book for class
It is a very simple text book. If it wasn't for taking a class that required it I would never buy it. You can find the same stuff by doing a google search.

good book
The book had a ripped page but other than that it was good for a used book. ... Read more