Advertising Books

Professionally and enjoyably done by the authors. Even if you are not used to the subject, you will find this book well worth the effort - and you will have learned something about the subject, and how to present subjects. Done by pros!

Advertisements say more about the society they are created for than they do about the products they advertise. As a class of information, advertisements are visual, evocative, and abstract. Analyzing ads can be a tricky exercise, particularly if you are looking to them for the story they tell, rather than trying to prove a point. Advertising analysis contributes a lot to any discussion that involves consumer issues or cultural studies.

This book is a rare example of how to go about doing an advertising analysis, and a rare example of what might be considered an intermediate phase of work (for super-scholarly analysts). Poltarnees is content to leave his work as "an appreciation," which means it doesn't have a big, over-arching thesis. I think this makes the book both simple to understand and useful as an example to follow: these ads can be classified in these ways whether you think they are negative for women, or are looking for tactics to help sell your new face cream.

Not to mention that it's a beautiful book, unlike many of the ones which serve up advertising analysis in the service of a Big Point. Its appearance also makes it really accessible--who doesn't like to look at pretty pictures?

Bonus: the book comes with stickers that reproduce early 20th century beauty product labels!

The book is devoted to the design aspect of Advertsing.

A very informative book, which contains sections on layout, art, production, broadcast advertising, et cetera.

One of the first advertising books I ever read and I still return to it from time to time.

I'm in my senior year of advertising and this book helps me understand and analyze deeply some incredibly smart ad campaigns. From Absolut Vodka to Volkswagen, these campaigns (some quite know, others should be for their witty strategy) will help anyone who wants to understand different concepts of different products. A definite two thumbs up! About the structure, its layout is very organized, the images and the content is great (I love the original sketches for the print ads and the storyboards) and the fact that it's hardcovered makes it even better.

Great boook, if you want to know how to make ads, you must have this book!

One of the most important designers explains the creative process behind some of his best work. A must read for any design or marketing professional

After Destination Branding was first released it quickly became the branding bible for destination marketers and academics alike. Contributions by some of the world's leading destination branding experts such as Philip Kotler, Simon Anholt and Wally Olins have provided the second edition with some of the best in contemporary thinking on the subject. This edition introduced a number of new case studies that reflect the challenges of branding places in a variety of different market situations and lifecycle stages. I particularly enjoyed the inclusion of Shanghai which is destined to be one of the great destination brands of the 21st century.
Bill Baker - Author of Destination Branding for Small Cities

It arrived by post in a plain-brown wrapper. As I retrieved `The Lover's Guide to Brand Persuasion', I felt the thrill of anticipation. I couldn't wait to digest this masterclass in brand communication. Even better, it was provided in DVD format (the lazy person's book)!

Without reading the index or DVD cover, I ditched the small handbook and inserted the first of two discs into the player. I didn't want anyone around. This was to be a personal experience with no distractions. I was ready for the masterclass on brand persuasion - hungry for the elusive secrets that I yearned to know.

At first, I was bewildered; the content did not match my expectations of a brand masterclass. It wasn't even close. Much of the content did resonate with my own experience, however, so I was intrigued more than disappointed.

Slowly it dawned on me - `The Lover's Guide to Brand Persuasion' is a masterclass in back-to-basics. Then, as I watched, I realised it was much more than that. It provides masterful insights about the leadership philosophy and management behaviour that have an impact on brand communications.

The DVD features several senior executives from either client or agency perspective. Potentially, their shared insights could transform the way a leadership and support team treats its brands. That's why the Marketing Institute should aim to send `The Lover's Guide' to every CEO in the country.

It is also the reason that advertising and brand agencies will want to get this publication into the hands of every client.

And it is the reason that new business graduates and seasoned marketing managers should make it their business to embrace `The Lover's Guide to Brand Persuasion'. The following extracts from the material should whet your appetite:

* "Branding is not about how often you show the logo."

* "The foundations of ... truly persuasive brand communications is a truly effective team."

* "Great often evolves and can take time to recognise. Only rarely is it instantly recognizable."
"In great business, the CEO makes the brand their top priority."

* "The smaller the team and flatter the structure, the better. Avoid layers, especially on the client side. This should be established at the outset and continuity should be maintained."

* "Briefs often have `a little bit of grit in the oyster' - some little crack or conundrum or imperfection that can be worked on. Distrust briefs that are too neat."

* "The person who briefs must be the final decision maker. This is not a discussion point! The process is collaborative - but it is not democratic."

* "Ideas are the most exciting and powerful things that we can create. They can change the world and they certainly change the fortunes of a brand."

* "Remember that ideas often start out incomplete - a half-idea that needs space and encouragement to grow."

* "Change happens for the wrong reasons when people come to a brand with their own agenda and a `not invented here' mindset."

* "Brands are complex, like living organisms that evolve and mutate over time. But they are also intangible and emotional, hovering above the actual product like a spirit or a ghost ... Remember that the most important part of a brand is the hidden part and this is the hardest to capture."

In sum, `The Lover's Guide to Brand Persuasion' is about the challenges involved when investing in brands. It is a masterclass on how your involvement, management philosophies, insight and behaviour can affect the return on that investment - for better or worse. Vote for passion. Buy it. Share the love.

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This is a 2 DVD set with guide booklet. Content adviser: Paul Tredwell. Published by Shoulders of Giants, a division of Compton House Publishing Ltd, Surrey, England, 2005. ISBN 0 9549518 1 6.

I never would have thought that an informative book about direct mail could also be so much FUN to read - that is until I read Gil Effron's Direct Mail Success. He presents the facts in such a pure way that I find myself referring to it over and over. Whether you are new to the direct mail business, or you are a veteran, this is the only book that you need - Gil's ideas simply make sense.

At last! A practical guide to put anyone on the road to 'free' publicity.

The grass-roots approach cuts through the mysterious air (ie: 'the crap') often hanging round PR and publicity issues and beloved by practitioners desperate to play their cards close to their chest.

Penny's advice is simple, easy to follow and should guarantee results. It won't turn everybody into PR professionals as there's a bit more too it than securing media coverage, but then, that's not the aim of the book.

As well as the sound 'can't go wrong' advice, there's templates and examples that lead readers through the process of putting together news releases etc.

Altogether a brilliant guide that brings the seemingly impossible task of generating publicity well within reach of any small business or enthusiastic individual. Brilliant. And not before time.