| Twenty
Ads That Shook the World |
| James
B. Twitchell, Crown Publishing Group, 2000 |
|
This
book discusses 20 carefully selected ‘groundbreaking’
advertisements of the 20th century that, according to
the author, have changed society. These are not necessarily
the ads and ad campaigns that have been most effective
in selling their products, but rather those that have
entered the popular lexicon and had a profound effect
on us all, often without our knowing it. The ads and
the people behind them developed the art of selling
things, and became, in the process, cultural artifacts.
In other words, these advertisements became events in
advertising culture and, by extension, in common culture.
In this book, each ad and its overall campaign are deconstructed:
we come to know how and why they were created, which
needs they address and what boundaries they break. We
also meet the geniuses of the business —
Rosser Reeves, Leo Burnett, David Ogilvy, Claude Hopkins
— and learn what made them a roaring success.
|
Advertising Organizations and Publications |
| A
Resource Guide, John Philip Jones, Sage Publications,
2000 |
|
Beginning
with a dedication to David Ogilvy and ending with a
tribute to ten founding fathers of advertising, the
book features organizations representing advertising,
promotion, branding, media and marketing research industries.
Along with the details of 10 international journals
of advertising and an elaborate listing of many others,
this book includes advertising archives, journals, awards
and regulatory bodies, and enough acronyms for a dozen
advertising trivia quizzes. The entries outline the
aims, activities and outline information for the organizations
and journals listed. The author adds value by including
websites wherever possible to encourage readers to pursue
other links and to access more information. This eclectic
resource guide offers its readers passing references
to quite a number of interesting snippets of information
and is a useful addition to the bookshelves of practitioners
and academicians alike. However, the fact that the book
does not provide an index diminishes its user-friendliness..
|
| Disruption |
| Jean-Marie
Dru, John Weilet & Sons, Inc., 2000
|
| In
the 1980s, it was not just brands in the ads. It was the
portrayal of the vibrancy of life that shook the lifeless
and disciplined society of the ’80s, says the author.
Today, however, the ad business has been knocked off its
pedestal; agencies have inflicted enough injuries on themselves
by accepting remarkably humble fees. Suffering from a
chronic brain drain and a dilution of talent, they have
even stopped investing money in themselves. In this book
the author suggests that to regain their past glory, advertising
agencies must rid themselves of the conventions that hinder
them and reclaim their legitimacy as strategic advisers.
To explain this, he says that if one wants to produce
the most effective ad, one needs the most inspiring strategy,
which requires an elaborate knowledge of the brand, its
area of expertise and possible extensions. To be indispensable
in the creation of brands, the agencies ought to know
what is dearest to clients and public alike, the book
asserts.. |
The
33 Ruthless Rules of Local Advertising |
| Michael
Corbett, Pinnacle Books, 1999 |
| Primarily
consisting of 33 guidelines to turn around advertising,
this is a comprehensive book that gives local business-owners
an account of how to make advertising work. The author
speaks about the frequent mistakes made by business-owners
and suggests easy ways of preventing them. Some of the
rules recommended are most enlightening for the practitioners
and are sure to help their business grow. For instance,
the author gives some amazingly logical reasons why one
should not make the common mistake of asking one’s customers
‘what brought them in’. Asserting that ‘response’ is not
a ‘result’, he elucidates the difference between the two.
This easy-to-follow book is a must-read for business-owners,
ad agency employees and media sales personnel, who often
need a ‘refresher’ course in basic advertising strategies.
. |
Advertising, Advertising |
| Winston
Fletcher, Profile Books Ltd., 1999 |
In
this book, the author elaborates on the basic fact that
consumers find advertising valuable (even if they fail
to realize this fact) as it makes life easier for them.
Ads make brands readily familiar to people and help them
make brand choices with less difficulty. Citing examples,
the author also clarifies why information to aid purchases
is not, and has never been, what customers primarily look
for - people, he says, rarely evaluate ads the way economists
expect them to. He asserts that ads make people’s lives
interesting by making their experience with the brands
they buy and the branded services they use more involving
and more stirring. Ads, according to him, not only sell
brands but also create and nurture brand promises and
make life more beautiful for customers. The book, humorously
written, is an excellent read..
|
| Advertising
to children |
| Concepts
and controversies, M Carole Macklin, Les Carlson, Sage
Publications, 1999 |
|
Children’s
advertising is a sensitive subject that raises many
issues about morality. Advertisers want to know whether
their huge investment on children yields the expected
results; parents and educators are eager to learn what
sort of impact it has on juvenile minds. This volume
presents cutting-edge research that stimulates this
debate. It takes a look at how children’s ads shape
the mental make-up of the future citizens of nations.
Highlighting some topical issues such as the impact
of smoking and alcohol consumption ads on kids, this
book proves itself to be indispensable for advertisers
and parents alike...
|
| |
| Advertising
on the Internet |
| Robbin
Lee Zeff, Bradley Aronson, Wiley, John & Sons, 1999
|
|
This
updated and expanded second edition of the best-selling
guide to online advertising is a must-read for anyone
who wants to take advantage of the most important new
advertising medium since television. A complete primer
of online advertising for businesses of all sizes, it
covers all the crucial issues, hot new trends and most
effective new technologies in Internet advertising.
This book helps the reader know more about pricing ads
for maximum profits, negotiating lower prices and helping
advertisers to target audiences more effectively. The
authors discuss the art of advertising (and marketing)
products in local geographical markets, and conversely,
in global and multilingual environments. The book contains
extremely helpful information on advertising for free,
by Eric Ward, the ‘father’ of grassroots Internet advertising
agencies. It also offers a detailed, updated resource
directory and a 10-page legal briefing on privacy and
other issues every Internet advertiser must understand..
|
| |
| International
Advertising |
| Realities
and Myths, John Philip Jones, Sage Publications, 1999 |
| This
book examines all the aspects of international advertising,
a complex and often misunderstood practice. In the first
section, the chapters describe the challenges of international
advertising in an era in which we are urged to ‘think
globally’ and ‘act locally’. The second section examines
advertising practices not only in Great Britain and the
US, but also in various other countries like Russia, Australia,
Japan, China and so on. Finally, the third section of
the book is devoted to empirical studies of advertising
and its effects as conducted in the markets of France,
Iceland, Japan, Germany and other countries. Here, the
author has also assembled a chapter that reads like a
who’s who of the advertising world. . |
| |
|
