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Title: Advertising Age Handbook Of Advertising by H G Lewis, Carol Nelson ISBN: 0-8442-2448-0 Publisher: McGraw-Hill Pub. Date: 01 November, 1999 Format: Paperback Volumes: 1 List Price(USD): $24.95 |
Average Customer Rating: 3.5 (2 reviews)
Rating: 2
Summary: Questionable value
Comment: I approached this book as someone looking to enter the advertising field on the business side. Having read fifty pages or so, I'm not very happy with it. The writing style uses confusing wording for what should be simple statements. Consider this classic: "In the post-future-shock era, contingencies are more common than uninterrupted progress" (pg. 58). Or "In a database-driven organization, salesmanship can slowly give way to the recitation of fact" (pg. 18). Eh? Sadly, one of the authors is supposed to be an authority on direct marketing--one would assume that he could at least write clearly. Also scattered throughout the book are assertions, such as "A theory of marketing (that has great validity) is that marketers can't make a mistake by overflattering their targets" (pg. 33) that are mentioned once and never supported, examined, or referred to later. The authors seem to assume that the audience will believe that assertion and others based upon the audience's own prior knowledge of the field. Also, some ad campaigns are mentioned as being faulty, without saying why.
Overall, I don't reccomend this book.
Rating: 5
Summary: Excellent Resource
Comment: AdAge does it again. The nations best source for the ad trade puts out another great resource. This book is full of survival techniques for the aspiring and seasoned ad pro.
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Title: The Advertising Agency Business by Eugene J. Hameroff ISBN: 084423169X Publisher: McGraw-Hill Pub. Date: 11 February, 1998 List Price(USD): $39.95 |
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Title: Truth, Lies and Advertising : The Art of Account Planning by Jon Steel ISBN: 0471189626 Publisher: Wiley Pub. Date: 20 February, 1998 List Price(USD): $40.00 |
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Title: Essentials of Media Planning by Arnold M. Barban, Steven M. Cristol, Frank J. Kopec ISBN: 0844235237 Publisher: McGraw-Hill Trade Pub. Date: 11 January, 1993 List Price(USD): $17.95 |
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Title: Ogilvy on Advertising by David Ogilvy ISBN: 039472903X Publisher: Vintage Books USA Pub. Date: 01 March, 1987 List Price(USD): $24.00 |
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Title: Guidelines For Advertiser/Agency Contracts by Lawrence J. Flink ISBN: 1563180707 Publisher: Association of National Advertisers Pub. Date: 16 February, 2001 List Price(USD): $37.95 |
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