Advertising Books

MoneyHunt

According to the subtitle, the authors provide "27 New Rules for Creating and Growing a Breakaway Business." How "new" these rules are is subject to honest disagreement but all are sound and can be of great value to anyone who is either preparing to launch a new company or who has launched one which is now experiencing serious problems. Either way, I rate this book highly. It is well-written. The material is anchored in a wealth of real-world experience. For each reader, some rules are probably more relevant than are others...at least today. However, having had extensive recent experience with several start-ups, I can attest that each of the 27 will become relevant at one time or another. I also think this book can be of substantial value to senior-level executives of so-called "mature" companies. Why? Because every company needs what I call a semi-annual or quarterly (if not monthly) "gut check" -- or "reality check" -- which challenges all basic assumptions and premises concerning its vision, mission, priorities, allocation of resources, positioning, core competencies, customer relationships, competition, etc.

The authors devote a separate chapter to each of the "Rules", with the 27 chapters organized within seven Parts:

Part One: Do You Have What It Takes?

Part Two: The Right Idea at the Right Time

Part Three: Markets and Competition

Part Four: People

Part Five: Show Me the Money!

Part Six: The Legal Side of Business

Part Seven: Getting Out -- and Moving On

The book concludes with five Appendices: The MoneyHunt Story, Business Plan Template, Online Audition for MoneyHunt, Legal Dos and Don'ts of Raising Capital, and Demystifying the Business Organization. Although all of the material provided is solid and well-presented, I was especially interested in Appendix A which explains the origin and development of a television program on which entrepreneurs (hunting for money, of course) appear.

Who will derive the greatest benefit from this book? As previously suggested, those who are merely thinking about launching a new company; also those who are preparing to launch a new company; also those who have launched a company now encountering serious problems; also those in a well-established company which may be losing its competitive edge. Here's another category of reader which I also want to include: Those involved in a large organization who must compete aggressively each day for a share of that organization's resources. For them, effective application of the 27 "Rules" will of course require strategies and tactics which are substantially different from those required when "creating and growing" a new enterprise.

The hunt for money never ends because the need for money never ends. Unless you have everything required to achieve your specific objectives, read and then re-read the book. If and when circumstances tempt you to think that you can relax a bit, read it again.

This is the book ALL entreprenuers need. If you're starting your own business, get your hands on this detailed and helpful book! Cliff and Miles know their stuff, and let you understand what and what NOT to do when starting a business. A truly great book.

In the typical Moneyhunt "pull no punches" style, the is a candid look at mistakes made in small businesses...and how to avoid them. I especially liked the chapter "During a Gold Rush, Sell Shovels." Wish I'd read this when I started by biz...I'd be a lot richer AND have more hair!

In the process of building my company, I came across this amazing book. Like a map on the business highway, it showed me which roads to travel down, and which to steer clear of. I recommend this book to anyone who has, or is thinking about starting a business.

I went to Crown looking for The New New Thing but bought this book instead. After reading the first rule, I knew I have to buy it but couldn't wait to order from Amazon. Rushed to my car and finished the whole book. The rule on ruthless validates a few plans I had in mind....I never watched the show but extremely grateful that the two gentlemen wrote this book. I know I can never find a great business book like this written in any other language, not in this century.

I thought I had a lot of Mt Dew advertising and collectible pieces, but after reading this book, it becomes clear that I have a long way to go. This is the most comprehensive listing of Mt Dew items I have ever seen. The book is packed with hundreds of pictures and it contains many items that even advanced collectors didn't know existed. Anyone interesting in soft drink advertising, especially Mt Dew items will not be able to live without this "bible." All three of Dick's books are required for any serious Mt Dew enthusist's library.

I should state at the beginning that while I'm a collector, I'm not a collector of Mountain Dew or of any other bottled drink or its memorabilia.

My interest in D. Bridgforth's excellent book is twofold: my former addiction to another of Johnson City's early drinks created by the sage hillbillies at Tri-City Bottling Co. That drink is called Dr. Enuf and is advertised as 'the staff of life'. The truth in that claim is the fact that one bottle was never enuf.

This potion is mentioned in several publications, ie, Moon Handbooks Tennessee by Jeff Bradley; Southern Food and Cornbread Nation, two books by John Edgerton et. al.; Southern Belly by John T. Edge, et.al. and Folk Medicine in Southern Appalachia by Anthony Cavender.

As evidenced by these fine regional titles, the history rich Tri-City BC and the Tennessee Bridgforths with their Mountain Dews and Dr. Enufs are just a stump-jump from stills and medicine shows and the rest of us are the better for it.

My other interest in this book was Bridgforth's treatment of a vast inventory of patented/copywrited items into a comprehensible collection; that is, his method for transforming what could have been a meaningless hoard of artifacts into a systematic ordering of the history and patronage of a uniquely American product.

An unexpected and pleasant gift of the book were the memories that I didn't know I had, that were triggered by the bottle photos, the jingles, the signs and ads. I had forgotten that Mountain Dew and I grew up together and share a history.

As a model for Collectibles books, or better yet, for museums in print, this is one of the finest I've seen. The author has managed to order his subject without making it lifeless. Not really surprising given that Bill Bridgforth gave us the drink and his son gave us this tribute to his father's creation. My thanks to both.

This was the best book I have ever read! It changed my whole outlook on things!

I give this book 5 Stars plus more

I should state at the beginning that while I'm a collector, I'm not a collector of Mountain Dew or of any other bottled drink or its memorabilia.

My interest in D. Bridgforth's excellent book is twofold: my former addiction to another of Johnson City's early drinks created by the sage hillbillies at Tri-City Bottling Co. That drink is called Dr. Enuf and is advertised as 'the staff of life'. The truth in that claim is the fact that one bottle was never enuf.

This potion is mentioned in several publications, ie, Moon Handbooks Tennessee by Jeff Bradley; Southern Food and Cornbread Nation, two books by John Edgerton et. al.; Southern Belly by John T. Edge, et.al. and Folk Medicine in Southern Appalachia by Anthony Cavender.

As evidenced by these fine regional titles, the history rich Tri-City BC and the Tennessee Bridgforths with their Mountain Dews and Dr. Enufs are just a stump-jump from stills and medicine shows and the rest of us are the better for it.

My other interest in this book was Bridgforth's treatment of a vast inventory of patented/copywrited items into a comprehensible collection; that is, his method for transforming what could have been a meaningless hoard of artifacts into a systematic ordering of the history and patronage of a uniquely American product.

An unexpected and pleasant gift of the book were the memories that I didn't know I had, that were triggered by the bottle photos, the jingles, the signs and ads. I had forgotten that Mountain Dew and I grew up together and share a history.

As a model for Collectibles books, or better yet, for museums in print, this is one of the finest I've seen. The author has managed to order his subject without making it lifeless. Not really surprising given that Bill Bridgforth gave us the drink and his son gave us this tribute to his father's creation. My thanks to both.

Great info!! Very through!!! We have needed a book like this for years now!! This is awesome!! THANKS

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.

This book is clearly useful, but assumes that you at least have a dedicated marketing person and budget, more often a whole marketing department that manages actual campaigns. Assuming your company is of that size, then if you don't have much experience in online, or in managing campaigns in general, this is a great jumpstart. It can also be a handy reference to give the boss so he understands this "new thing" you're trying to do with online marketing, and why he/she should trust you to spend some money.

The book is highly credible, even though I wouldn't take the time to look up any of the referenced information myself. The information looks to validate assumptions with objective information, not just "this is cool, you should try it." It's not going to necessarily change anything about my online initiatives except the way I justify certain kinds of spending. It's also nice to know I'm not far from the mark where I have drawn my own previous conclusions about the online media.

This is one of the most useful and effective books I've acquired to advance our advertising strategy. I made an effort to log on here to write a review because I was extremely happy with the purchase. Not only is the info in the book useful, but the numerous studies and examples referenced in the book have also been extremely useful in presenting our business case for the strategy this book helped us create. I highly recommend it.

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.

As for recommendation, I have purchased several copies which I have given to agencies I work with. Aside from covering facets of online, the surprise was a series of "futures" by a variety of specialists. Well-done.

This is must reading for the serious marketing strategist. It's a prescient look at how companies will have to interact with customers in order to break through communication clutter and sustain growth. I plan to use it as a regular reference for strategic planning. The section on customer care is an important addition to the current thinking about marketing communications. I like that it lays out a disciplined process for creating, implementing and measuring effective programs that provide lasting value, not just tactical applications. The last chapter of checklists alone is worth the price of the book.

There are things in this book that you can't get elsewhere...at least I've never been able to find them. At our company, we've tried for years to successfully integrate our direct marketing and sales teams. We also want to lengthen the lifetime of our customers. The authors have been doing this for years and it shows in their case studies. If you can learn what's in this book and pull it off in your organization, you'll join the less than 2% minority of companies who have achieved this level of marketing excellence.

Good to see individuals in the marketing/advertising field who truly understand the complexity of people and organizations. Consistent with the most up-to-date approaches in the field of psychology (specifically psychotherapy research), the authors of this new book are quite persuasive in showing readers the enormous value in tailoring marketing approaches to the individual needs of different organizations. Moreover, they use statistics in a quite user-friendly way and they also offer a great and quite readable variety of case material to support their views. An engaging, persuasive, and innovative look at contemporary marketing. Well worth a look; you'll find yourself hooked.

Roman nails it. He preaches the golden rule - as applied to marketing. He shows how to use permission and precision timing to win at marketing. Even better, while he has a fortune 500 client list, the strategies he recommends are not just for the big guys. In fact they are easier for small companies or even individual salesman to use.

There are 3 keys to your success: Execution, Execution, Execution. Roman and Hornstein deliver - with precision - on the who, what, where, when and how of each. A must read. John Wanamaker would give it 'two thumbs up'

It was all "razzle dazzle" style, but some good simple ways to market when YOU are the product. I work as a professional entertainer, so I am always looking for good books on how to market ME and my services.
I highly recommend it!

Great practical aspects for every marketer.Be fresh or a pro.After the knowledge about diferent theoritical aspects of marketing and even if you have some experience in practical field ,this book is a great help to fine tune you.This book gives you a wholesome idea how a marketer should be.

Read it to fine tune your marketing and personal skills

The unique marketing ideas and concepts shared in this book are real winners! I can't wait to put many of these great ideas into action.

This is a gem of a book. It covers alot of material (maybe too much) and yet it is a relatively small book. I liked the book for its comprehensive coverage and links to entrepreneurship as a personal mission... as well as marketing.

The authors are Canadian and I'd like to say that their nationality interfered with the topics or slant of the book... but it didn't. In fact, I was pleasantly surprised that this Swiss-banking immigrant (Bender) and this successful radio broadcaster (Torok) in Canada really had their feet on the ground. They offered lots of practical marketing and strategic advice.

I would suggest that there are two major parts to this book. The first 1/6 of the book describes their concept of delivering value, tieing your products/services to personal values, and your vision/mission statements, etc. I thought this was truly great and apparently some of it flows from Peter Urs Bender's other book: Leadership from Within. I see that it is favorably reviewed here at Amazon and I will order it right away (forthwith in Canadian?).

The remaining 5/6's of the book is an encyclopedic account of marketing techniques that you can (and should) apply for your business. The target market for this book is a firm of 1 to 30 employees... a small firm. This book would also do well for an individual working for a big company, as it tells you how to market yourself to become more valuable.

There's a ton of good ideas here. You won't go wanting of things to implement. There are new ideas that you won't see elsewhere.

For example, they speak about the need to write articles to establish your expertise. They then go on to list many different kinds of articles you can write. Under this section, one sub-topic was Tips Sheets. There they listed about 10 different kinds of tip sheets you could write. I knew about writing articles and tip sheets, but they provided excellent lead ideas to get me going. There were many other such new things in their book that greatly extended the topics I was already familiar with.

Because it was encyclopedic in coverage, I was worried that it would repeat alot of what I already knew. But, instead I learned a lot of new ideas that I can implement. Overall, I highly recommend this book for any small business owner, or marketing chief... or any individual who wants to shine and promote himself within a corporation.

Now if we could just figure out some way to get these good business thinkers out of the cold socialist northern territories! I found the book in a Vancouver bookstore and have never seen it in the U.S.

John Dunbar

This book is an excellent one-stop source for developing your own unique "brand." It covers the obvious and not-so-obvious things to consider as you differentiate yourself in the marketplace.

As a consultant for the past ten years, I found this book to be a wonderful affirmation for the things that I am doing well and a gentle nudge to consider/do specific actions in promoting my business. I read this book right before I began a comprehensive review of our marketing strategies and the timing was absolutely perfect. Just one tip proves itself WELL worth the cost of the book as well as the time invested to read it.

A lively, friendly journey through all the practical stages of advertising. Mr. Cohen is a gifted writer; you feel as if his arm is around your shoulder helping you through the advertising maze, transforming you from passive reader to active participant. The examples and presentations are so interesting you can't help but get caught up in his enthusiasm. Mr. Cohen writes in a charismatic style that reflects his experience in the business. When you finish the book you realize that you have been advised by the best authority on the subject. This book will be pertinent and useful for many years to come. Bravo, Mr. Cohen.

It is excellent and well done. It addresses most of the objections we hear in advertising sales on a day to day basis.
Eric Rhoads, Publisher, RADIO INK magazine

This book is written in a easy to read style geared towards the
Euentrepenuer. However, IT'S A MUST FOR ANYONE INVOLVED OR WANTS TO LEARN MARKETING/ADVERTISING/MEDIA! This intelligent information is easy to understand for the beginner. It's a wealth of information for anyone desiring to make money in marketing any product.

It's very well written, with a conversational up-tempo style, with nuts-and-bolts content. I'm going to recommend it to my students next semester. It's readable and refreshing advice from a man who knows what he's talking about."

When I read this book, it was like deja vu all over again. The book presents it's material in a very real world context and exposes some campaigns for the folly that they turn out to be. As soneone who is in the bradcasting business, this is a must read

Gorgeous color reproductions of great movie posters remind you how captivating the appeal of movies has been. Bruce Hershenson's books are a tremendous value, and his efforts to record movie history through poster art represent a real service to movie lovers.

For lovers of film, film history, and specifically, poster art, Bruce Hershenson's series of full-color books is the cream of the crop! And, the quality of printing and photography is superb, with razor sharp images and vibrant colors.

Bruce Herhsensons' series of poster books have become the bible of the poster world. The images captured are of extremely high quality and are a must have for any collector of movie materials. I highly recommend these series of books to anyone who is interested in the subject matter.

This book, along with its companion volume, "Best Pictures Movie Posters" is part of movie poster maven Bruce Hershenson's exhaustive multi-volume series of books highlighting the history and beauty of what much of mainstream America has only in the last ten years begun to recognize. And that is movie posters are a "popular art" form that can stand proudly next to all other styles of art from gothic to modern, from expressionist to impressionist. Great film art borrows from all of these styles and this volume, which focuses only on posters associated with Academy Award winning movies, illustrates innumerable examples. A fine book for any collector (get the hardcover edition if you can, it's harder to find; if Amazon doesn't have it, it's available from Mr. Hershenson directly at mail@brucehershenson.com.

This review can easily apply to any of the books in the Bruce Hershenson edited series of film poster history. Hershenson rightly treats film graphics not just as pop culture artifacts but true works of art. His books are filled with a curator's eye for superior choice and reproduction, each poster in striking color and with a clarity of printing that rivals most any coffee table art book. Somewhere between advertising and illustration, film posters, like book jackets and record covers, inhabit that imaginative and atmospheric zone where one art reflects another. It's not just the history of film or the history of film design, it's a history of twentieth century Saturday afternoons and Saturday nights. How often we would go into the dark theatre armed only with the ideas and ideals of the posters outside, and then return to them afterward, perhaps with nodding affirmation or smirking disillusionment, but still a vision of what could be. This series of books should be subtitiled: THE FINE ART OF ANTICIPATION, for no matter if expectation was filled or emptied by the films behind them, their posters kept on shining.

As an acting coach, I found this book to be informative,down to earth and a wonderful resource to enhance my classes.I bought about a dozen books as required reading for my students.

The Book is wonderful. Mr. Logan is quite the character. His information is vital for us actors who want to land the job the first time. I highly recommend this book and his other one. This book was madatory for us to read in my acting school and I am glad I did.

Tom Logan's Acting In The Million Dollar Minute: The Art Of Acting In Television Commercials presents the screen writer/director's experiences with commercial acting. Thousands of comments from hundreds of casting directors, directors and producers are synthesized under one cover, with advice ranging from how to handle accents, dialogue and product names to common complaints about commercial actors. An excellent insider's guide.

This is one of those rare books I had to read cover to cover ... Tom's insights from the director's chair on how to be a successful commercial actor are well-delivered. This book is also one of the funniest books I've ever read in my life... Logan's sense of humor kept me laughing (and learning!) from start to finish.

Very practical mechanics, imagery and pacing for how to be successful in acting for commercials .... one of the most memorable, and useful books, I've read in recent years.

Well written - and very useful!


Ken Calhoun

This is an extremely helpful book for anyone who is interested in acting in commercials. It tells you how to get into the business, and how to succeed. I read this 10 years ago, along with Mr. Logan's other book, "How to Act and Eat at the Same Time", and parlayed the information into a successful career in commercials. I have reccomended this book to many aspiring actors, and have given it to others.

I've been a fan of Joe Vitale's since I first picked up Spiritual Marketing. After that came The Greatest Money-Making Secret in History! Each book brought me a clearer understanding of Joe today. Then he handed me the draft of what would eventually be titled Adventures Within.
The story answered the question, "What happened to get you where you are today?" Boy, did it ever answer it!
The first 2 chapters are pretty raw and disturbing. At first, I didn't want to keep reading, but I'd promised Joe my thoughts and a quote on copyediting the whole book, so I continued. And am I ever glad I did. The following chapters are fascinating, evoking, thought-provoking and informative. I realized that the first 2 chapters had to be there for the readers to get the enormity of the changes as Joe gets freer and freer through his various courses of study and exploration. I think I've read the book 7 or 8 times, and I learn something new -- about Joe and about myself -- every time I read it.

I was in my 30's in the decade of 1980. Joe's personal journey of enlightment and self knowledge was one common to mine for the 80's and the 90's.

Reading about Joe's adventures shed new light on my own experiences. It's his frankness of what he saw and how he feels about it in reflection that help me clarify some of my own thoughts and beliefs of the various mentors I sought during those years. Joe brings up many observations about the various high profile personal development movements and groups that most people would shy away from saying. Joe didn't hold back.

Frankly, once I started reading the book I just couldn't put it down. I had to finish it in a single reading.

I feel the real value in this book is in how Joe shares his learnings and experiences with many self-growth modalities. In the beginning of the book, Joe shares a few difficult experiences he had in his youth related primarily to his father. Then he moves into his experiences as a follower of Rajneesh. This is followed by his many experiences interviewing and/or participating in some of the most effective and controversial people and organizations in the human potential movement of the 70's and 80's. As you read his experiences you learn FROM him and THROUGH him. My only criticism is that I ran into some annoying typos. I will definitely invest in some of his other work.

Joe's new book, is in a word 'shocking'.

You will absolutely be THRILLED by this book IF:

a) You are interested in what is termed the "New Age" movement
b) You've tried countless "self-help" books and you're still where you are.
c) You believe that miracles are possible.
d) You DON'T believe in miracles, because this book will make a believer of you.

You'll be even MORE thrilled if you know Joe personally, and you THINK you really know him, because you probably don't.

People know him as the World's First Hypnotic Marketer, and the author of countless best selling books, but Joe will introduce you to many other people... who has shaped and moulded his belief system, namely:

a) The boxer
b) The white Witch
c) The Harry Houdini Protege
d) The World's Greatest Preacher
e) Anand Manjushri

These are people you probably never knew existed.

As a bonus..if you read closely enough, you'll love how Joe's relative turned beef into fish, right in front of his very eyes!

And Joe will also take you on a cold hard objective look at the "woo woo" stuff like Fire Walking, Astral Sex...and what will REALLY bring you true happines and fulfillment.

I sincerely belive.. that unless Joe releases something else.. this is MY personal favourite book for the moment. I was not able to put down the book after going through the first chapter...and I don't think anybody will be able to..

It's definitely not hype to say that the first two chapters are 'forbidden'.

In fact I was puzzled when Joe didn't even tell me about this book...until I read it and realized why....

It'll make you laugh, cry, squirm in discomfort.. and go "How DARE he"..

To conclude.. if you love Joe's writings.. you MUST get this book because I really believe that this is the BEST EVER!

Get it!

Respectfully,
Jo Han Mok
Singapore

I am amazed. I didn't know what to expect with this new one by Dr. Vitale. I stumbled across this one after reading his other best-sellers like "Spiritual Marketing." well, this one sent electric shocks through me. The first two chapters alone were riveting. I couldn't believe what Dr. Vitale had gone through.

Then the other chapters were inspiring and informative about healing blind people and walking on water and even---this was wild---astral sex.

This is the biggest book Dr. Vitale has written, except for the one he wrote on P.T. Barnum, and this may be his best. I can't believe he wrote it 15 years ago. Anyway, I think anyone wanting a fascinating book should get "Adventures Within."

This is a highly effective book for building a basic marketing plan. I highly recommend it.

Formal Market Planning requires a structured and organized methodology to comprehensively formulate a series of initiatives to support goals, objectives, and a company mission. Let there be no misunderstandings, the Analysis for Marketing Planning is the gold standard to guide the reader through the process. Replete and well structured with excellent templates and good example, the reader is able to develop the proper content to complete a marketing plan. As professor of marketing at several universities and a practicing consultant, Analysis for Marketing Planning is the reference and text used to educate PhD candidates in the "best practice" of market planning. Get this book and be informed and armed with the best.

This is a good step-by-step detailed tool. It is not for a beginning student or business person. You do need some understanding of terms before you use this book, but once you have a background, this book can be a great asset.

It is a touch overpriced, but then again most textbooks are.

A whole marketing planning course into 200 pages! I am a MBA who was required to read this. This should be required reading for anyone in business - students and professionals. It covers everything from Competitor Analysis to Market Potential and Forecasting. You can become a marketing guru in less than a week.

While most marketing books talk at a very high level (targeted towards high-level managers in the organization) this book is the first of its kind that talks at the implementational level. This is a MUST READ for anybody interested in putting together action plans that can be used to get some real-world real-work done. I cannot stress enough how helpful this book has been to me in putting together my marketing plans (product/service based, product/service line based and brand based). Whats fascinating is how easy it is to read this book and quickly start to formalize executional plans. It covers varied topics in small concise chapters detailing different methodologies and where they can be applied. Topics covered range from competitive sets, industry analysis, customer analysis, forecasting markets, segments and everything a marketer needs to develop working marketing plans.

I constantly keep coming back to this book to evaluate how I am organizing my action plans and if I'm doing the right thing (from a process perspective).

BUY THIS BOOK AND BUY IT NOW.