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1. Ogilvy on Advertising
2. Tested Advertising Methods (Prentice
3. Confessions of an Advertising
4. Creative Advertising, New Edition
5. Truth, Lies and Advertising :
6. My Life in Advertising and Scientific
7. The Advertising Concept Book
8. Scientific Advertising
9. Contemporary Advertising
10. The 33 Ruthless Rules of Local
11. Local Online Advertising For Dummies
12. Ultimate Guide to Pay-Per-Click
13. Outrageous Advertising That's
14. Dynamics of International Advertising:
15. The Fall of Advertising and the
16. Advertising Secrets of the Written
17. Advertising For Dummies
18. Hey, Whipple, Squeeze This: A
19. Search Engine Advertising: Buying
20. The Art of Client Service: 58

1. Ogilvy on Advertising
by David Ogilvy
Paperback: 224 Pages (1985-03-12)
list price: US$24.95 -- used & new: US$11.12
(price subject to change: see help)
Asin: 039472903X
Average Customer Review: 4.5 out of 5 stars
Canada | United Kingdom | Germany | France | Japan
Editorial Review

Product Description
A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business". 223 photos. ... Read more

Customer Reviews (97)

5-0 out of 5 stars Great Read for the Aspiring Mad Man
I picked this book up before interviewing with Ogilvy & Mather. I have to recommend this book to anyone who wants to work Madison Avenue anytime in the future. David Ogilvy, undoubtedly one of the foremost ad-men of the last century, writes his book with an authoritative pen that can only be found in the most self-assured men who roam this planet. Throughout it's length, he blatantly and emphatically outlines the keys to his successes, as well as his downfalls. While some of the content is rather dated (there is obviously nothing written about the internet) it still serves its purpose. If you want to know what made one of the most successful men in advertising tick, then this is the book for you!

5-0 out of 5 stars Applicable for Web Marketing, too
I am the rare coach/consultant in the web space who insists on sticking to the basics of Return on Investment and making sure that money spent on the Internet results in actual sales of the client's products or services.

That's why I returned to this classic advertising book after too long away from it.So many of David Ogilvy's critical observations (some are from the 50's and 60's) still resonate after all this time.Focusing on the client's point of view is still the essence of good advertising.

His insights and advice on headline writing are still particularly helpful in this short-attention-span era---using his concepts for web headlines, email newsletter subject lines and blog posts.

If you purport to be a marketer, you should have this book.

5-0 out of 5 stars Best in it's field!
Reading Ogilvy on Advertising is an invaluable experience for anyone in advertising or marketing.Though it was written decades before iphones, the information is solid and timeless.The foundations of the primary marketing platforms; television, newspapers and magazines are crumbling under the onslaught of the web.People are much harder to reach and influence en mass than ever before and one click carries them away at the speed of light.Advertising as an industry is struggling to reinvent itself and the best way to do this is to study the ads that really worked and why they worked.Ogilvy was a genius at creating things you wanted to look at and read.There was always an excitement in his work.He didn't just show you a product, he made you want to be a part of the adventure his product could produce, whether he was selling you beer or a trip to Bermuda.My favorite is the Guinness Guide to Oysters, ignore the wording, what this ad says is "you have choices", the text isn't as important as the implied message, "Guinness drinkers make their own choices", it is branding at its best because the buyer feels he's in control.If you posted this on the net today it would still sell a lot of beer.If you read this book you will sell more of anything you choose because this book will teach you how to reach your market.If you're into "belly to belly" and "fear" selling this book is probably not for you.Ogilvy also discusses personal ethics which is interesting for an Ad man.What I found most impressive about the book was that Ogilvy managed to do a great job of selling the product while not selling his soul.

5-0 out of 5 stars Outstanding
This book has probably more than you would ever want to know about advertising. Very
imformative, even if you aren't a rising advertising star this book has it all.

3-0 out of 5 stars Ad Classic
It's starting to seem dated, but some of his scientific principles are timeless. His love of research shows throughout. You know he would have a field day with all the data behind Google Adwords. ... Read more

2. Tested Advertising Methods (Prentice Hall Business Classics)
by John Caples, Fred E. Hahn
Paperback: 304 Pages (1998-07)
list price: US$15.95 -- used & new: US$7.85
(price subject to change: see help)
Asin: 0130957011
Average Customer Review: 4.5 out of 5 stars
Canada | United Kingdom | Germany | France | Japan
Editorial Review

Product Description
A legend in advertising for more than 60 years, John Caples still serves as a guide to generations of creative marketing people. Now his classic work on how to create successful advertising has been updated by respected advertising consultant Fred Hahn. It retains all the clarity, candid analysis, time-tested experience and invaluable award-winning ideas from the original, while bringing it right up-to-the-minute on the many new changes in the field. ... Read more

Customer Reviews (61)

3-0 out of 5 stars Good book
Its a good book, very easy to explain and help in many times in the making of ads, specially when one use internet to do ads.

5-0 out of 5 stars Classic Advertising and Copywriting Book.. A Must for Your Library!
There is a reason that literally every single marketing student in the world has read and talks about this book.

If you are an Entrepreneur or Small business owner,or someone that hopes to become one eventually... or you are looking to understand advertising from the other side of the newsprint, this book is something you absolutely must buy and read over and over.

1-0 out of 5 stars "How To Use The Bathroom"
The above headline was seriously touted by the 5th edition of this book as an example of a *good* headline. No, I am not kidding. It's on page 59.

John Caples himself would have said it was a crappy headline (no pun intended) because there's no news, it doesn't offer you anything you'd want, and it doesn't arouse your curiosity.

The 5th edition of this book is ruined by all the garbage added by whoever "revised" it.

The other reviewer who said to get the 4th edition is absolutely right. Bottom line: do not buy the 5th edition sold by Amazon. Instead look for a used bookseller offering the 4th edition or earlier. The book that was actually written by Caples is one of the most valuable marketing books, period.

2-0 out of 5 stars Tested Advertising
This book is a MAJOR disappointment....I thought I was buying the 4th Edition as advised by many other writers and I can see why I should of.

This book is boring and non inspirational in anyway or form. Claude Hopkins and Robert Collier run rings around this.

5-0 out of 5 stars You can stop looking
Okay folks, this is it. If you're looking for the foundational book of all successful advertising, you need to click the "add to cart" button and get this one ASAP.

I've read dozens of marketing books over the past several years, and while most have at least a few good ideas, this one is the granddaddy of them all. No, John Caples was not the first to proclaim "Scientific Advertising," but he is one of the foremost. Additionally, he provides real meat for those areas he insists are the most important for any advertisement; namely, the headline and the appeal.

Yes, you can read many other books that work this same ground, but John Caples will give you the core of 95% of what is most important for successful advertising right here in this book. In other words, learn this book and you will be ahead of 95% of everyone else not using these methods.

Why advertising is not taught in many colleges is a mystery. Be that as it may, were I to teach a course in advertising, this book would comprise the core textbook; and I would be confident that were my students to become thoroughly versed in its methods, they would be most happy, well prepared, and capable sales copywriters. ... Read more

3. Confessions of an Advertising Man
by David Ogilvy
Paperback: 208 Pages (2004-08-01)
list price: US$17.00 -- used & new: US$9.37
(price subject to change: see help)
Asin: 1904915019
Average Customer Review: 4.5 out of 5 stars
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Editorial Review

Product Description
The long–awaited reissue of the million–copy best–seller that FORBES magazine called “A valuable primer on advertising for any businessman or investor.” With a new Foreword by Sir Alan Parker. ... Read more

Customer Reviews (24)

5-0 out of 5 stars This little book on advertising is refreshing, entertaining, and a timeless classic.
David Ogilvy writes with such a refreshing and entertaining prose that you will unknowingly find yourself smiling (and laughing) as you read along. Confession of an Advertising Man book was written in 1963, and in 1988, Ogilvy updated the book with a chapter titled, "The Story Behind This Book." In it, he thought that the book would sell 4,000 copies, but it unexpectedly turned out to be a runaway best seller. Why did he write it? "First, to attract new clients to his advertising agency." (Such honesty!)

Ogilvy delights us with wonderful tales of his career at the Hotel Majestic in Paris before he founded Ogilvy and Mather. Tales of the head chef, Monsieur Pitard, ("who was dressed, when off-duty, like an international banker") who ruled the kitchen with a rod of iron and inspiring many people (including Ogilvy) is in the first chapter on "How to Manage an Advertising Agency."

This little book has useful timeless advertising advice given in every sentence, every paragraph, and every page, filled with interesting personal stories from an advertising genius.

5-0 out of 5 stars Its like downloading David Ogilvys brain
If you have any say in your marketing this is a must read Ogilvy describes what he looks for in an ad and how it should be written. Yes this book was written a while ago and some of the information is dated but who do you think that most ads are copied from? That's right Mr. David Ogilvy. His genius can be partially yours simply from reading his book.
Whether you are a student of persuasion in all forms a aspiring marketer or someone who wants to get more out of the marketing budget you will find something in this book that will pay for itself.

Some of the information about his life is interesting but what is most telling is what he thiinks ads should do.

5-0 out of 5 stars Being more David
Incredible....more than 40 years ago David Ogilvy already set the tone for good advertising nowadays. If u are into ads, u must read this book.

5-0 out of 5 stars Great book if you're into advertising...
This is a great book if you are into advertising.This guy is a genius.I highly recommend reading this book if you haven't already.

5-0 out of 5 stars A Must Read: A foundational cornerstone for your marketing efforts.
In the Internet age, it is tempting to think that a book written almost 50 years ago is obsolete..., and you would be making a big mistake.Today's top Internet marketers are leaning on the foundations laid by people like Ogilvy, often without letting the cat out of the bag.

Legendary advertiser and marketer David Ogilvy shares his insights on what makes for good advertising and marketing.Most importantly that your advertising has a purpose, to make sales.

Ogilvy for example takes "Creatives" to task by making the point that most ads that win awards, don't necessarily make any money for the client.

For marketers, chapters 5, 6 and 7 are must reads.

5. How To Build Great Campaigns
6. How To Write Potent Copy
7. How To Illustrate Advertisments and Posters

The book is cheap and will save you hundreds or thousands off of expensive seminars.

Highly Recommended. ... Read more

4. Creative Advertising, New Edition
by Mario Pricken
Paperback: 272 Pages (2008-06-23)
list price: US$39.95 -- used & new: US$23.12
(price subject to change: see help)
Asin: 0500287333
Average Customer Review: 5.0 out of 5 stars
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Editorial Review

Product Description
"More than just a nice-to-look-at, easy-to-flip-through book...Pricken has loftier goals—namely, to transform readers into top creatives by introducing them to a variety of techniques and ideas."—AdweekUnraveling the creative process behind some of the most effective campaigns of recent years, Mario Pricken showcases over two hundred examples of international advertising from a wide range of media, including magazines, billboards, television, movies, and the Internet.Each chapter highlights different practical methods for creating innovative and unforgettable ads, with award-winning work from some of the most influential names in the industry. This second edition includes a completely revised and updated introductory chapter plus dozens of new examples that demonstrate a fascinating range of approaches. 450+ illustrations, 280 in color ... Read more

Customer Reviews (30)

3-0 out of 5 stars creative ideas
My honest opinion is that this book is basically on the internet. I've seen at least about 40% of these styles and artworks on the net and around. What the author has done is just basically compiled it together to make it easier. Thats all.

If i used google, i could type the brand's name in and hook it to advert or something voila, it would be up in Google Images.

5-0 out of 5 stars A delight
This book covers the past on advertising, why ideas are good, how they're created, and has a vast amount of questions you can work through to create your own adverts.I have this on my lounge table, it's good to flick through and guests like it too.What it doesn't really cover is the new age of advertising as in social networking and complex new technology campaigns.No book can cover the future though, so that's not a criticism.A great book, well worth the cash!

5-0 out of 5 stars Is Creative Advertising Worth it?
One of the best books I've seen on the topic of working in a creative environment and brainstorming. I have read a lot on the subject and although other methods are alright, none of them seem to be as well field tested as this one is. It lays down principles can be easily implemented in daily firm work or any creative project you set out to do. The examples are great, the chapters are kind of long, but it is well worth the read.

5-0 out of 5 stars Really excellent book on the process of concepting
This is the single most practically useful concepting book that I've ever seen in 15 years as an advertising copywriter.

It offers a really clear set of questions/conceptual directions you can use to get the juices flowing or "unstick" yourself on a project-- along with real-world examples of how each approach has been used in previous ads. I love it and use it constantly when starting a new project or to help me be sure I've really explored the full range of conceptual possibilities for a project that I'm working on.

Great book, worth every penny and 10X that of most of the advertising books I have.

5-0 out of 5 stars Amazing book to have on hand for instant inspiration
This is a great book, full of great exercises and examples of creative marketing at its best.Whenever I am working on a creative project and having a mental block, I pull out this book for inspiration, and look at the great campaigns and use the exercises included.

Note that this focuses pretty exclusively on the visual communications in advertising, rather than long sales copy (although it does have a small section on this).

This is a must-have reference book for any small business owner, agency, or marketing/advertising professional.

... Read more

5. Truth, Lies and Advertising : The Art of Account Planning
by Jon Steel
Hardcover: 320 Pages (1998-03-13)
list price: US$45.00 -- used & new: US$20.00
(price subject to change: see help)
Asin: 0471189626
Average Customer Review: 4.5 out of 5 stars
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Editorial Review

Product Description
Judging by all the press it's received lately, account planning must be the biggest thing to hit American advertising since Doyle Dane Bernbach's Volkswagen campaign. Agencies are falling over each other to establish account planning departments and arm themselves with what Jay Chiat of Chiat/Day once described as "the best new business tool ever invented."

Despite this enthusiasm, account planning remains shrouded in mystery. Is it, as Chiat suggested, merely a tool for attracting new clients? Or is it, as many critics have suggested, no more than traditional consumer research dressed up in new clothes? In the first book devoted exclusively to the subject of account planning in the United States, Jon Steel, Vice Chairman and Director of Account Planning for San Francisco advertising agency Goodby, Silverstein & Partners, argues that it is neither of these things.

Account planning exists for the sole purpose of creating advertising that truly connects with consumers. While many in the industry are still dissecting consumer behavior, extrapolating demographic trends, developing complex behavioral models, and measuring Pavlovian salivary responses, Steel advocates an approach to consumer research that is based on simplicity, common sense, and creativity—an approach that gains access to consumers' hearts and minds, develops ongoing relationships with them, and, most important, embraces them as partners in the process of developing advertising.

A witty, erudite raconteur and teacher, Steel describes how successful account planners work in partnership with clients, consumers, and agency creatives. He criticizes research practices that, far from creating relationships, drive a wedge between agencies and the people they aim to persuade; he suggests new ways of approaching research to cut through the BS and get people to show their true selves; and he shows how the right research, when translated into a motivating and inspiring brief, can be the catalyst for great creative ideas. He draws upon his own experiences and those of colleagues in the United States and abroad to illustrate those points, and includes examples of some of the most successful campaigns in recent years, including Polaroid, Norwegian Cruise Line, Porsche, Isuzu, "got milk?" and others.

The message of this book is that well-thought-out account planning results in better, more effective marketing and advertising for both agencies and clients. And also makes an evening in front of the television easier to bear for the population at large.

"Jon Steel is one of the great practitioners in advertising today. This book captures the essence of how to understand and connect with other human beings—not just to sell them something, but to create strong, long-lasting brand connections. It should be required reading for all planners, creative people, and account people." — Lee Clow, Chairman of TBWA Chiat/Day, Chief Creative Officer, Worldwide

"A very smart, very funny look at what works, what doesn't, and why, in the sometimes maddening, sometimes inspiring business of advertising. One of the brightest books about the subject in a long, long time." — Geoffrey Frost, Director of Global Advertising, Nike Inc.

"Jon Steel is one of the top five account planners in the world. The depth and breadth of this book reflects his vast personal experience and exceptional talent. It's not just a great book about account planning, it's a great book about advertising." —Jane Newman, Partner, Director of Strategic Planning, Merkley, Newman, Harty.

"The beauty of this book is that it discusses the theories and practice of one of the brightest minds in advertising today, yet never loses its irreverent tone. It's a great book for the advertising industry and a must read for planners." —Rob White, Director of Planning, Fallon McElligott

". . . I was glued to Jon's book. Best practice, common sense, and extraordinary intelligence throughout." —David Wheldon, President, BBDO Europe.

"Jon Steel's book is the perfect insight into a discipline that for some time has been misunderstood, misused, and maligned by most agencies and clients in the U.S. So, run it up the flag pole, put it to groups, check it against the norms, the answer is the same—Truth, Lies, and Advertising should be read by anyone who has to make or approve advertising." —Rick Boyko, President, Chief Creative Officer, Ogilvy & Mather, New York. ... Read more

Customer Reviews (32)

2-0 out of 5 stars A bit old
The book is in okish condition. However, I wanted a new edition and this one was old.

4-0 out of 5 stars Getting great work is not easy
This is a great book if your goal is to do better creative work. If you want to connect with your customers.

As Steele points out, the foundation to great work is hard work. In the business, we don't spend enough energy to build the strategy that leads to great work. We want great work, but we don't put forth the effort crafting a creative brief to get there.

We also must recognize that what equals great work is changing. Liek check out this new take on the marketing itself adding value to the consumer. [...]. Still with out a great strategy, no great work.

Thanks to Steele for reminding us and giving us a road map.

5-0 out of 5 stars Approachable book for anyone interested in account planning
I've been working as an account planner for four years, and now am an advertising instructor as well, and any time anyone is looking for a good advertising book, especially one related to account planning, this is the one I recommend.It's a pretty good account of what the day to day job is like and is very conversationally written.As a result, it's much more enjoyable to read than a text book and gives you everything you need to know in an enjoyable fashion.I've read many other books about account planning like How to Plan Advertising and A Master Class in Brand Planning: The Timeless Works of Stephen King and have found that this one still remains my favorite.

If I was going to name a weakness it would be that given it was written in 1998 the advertising world is a little bit different, but the general themes still remain relevant today.

4-0 out of 5 stars Book Review
Truth, Lies and Advertising is an excellent source material on the ins and outs of advertising. I recommend this book to others interested in information about advertising.

5-0 out of 5 stars Loved the book, great for ad students!
The book was great and really gave me a breakdown of the different parts of the agency and how they work together. ... Read more

6. My Life in Advertising and Scientific Advertising (Advertising Age Classics Library)
by Claude Hopkins
Paperback: 318 Pages (1966-01-11)
list price: US$14.95 -- used & new: US$5.00
(price subject to change: see help)
Asin: 0844231010
Average Customer Review: 5.0 out of 5 stars
Canada | United Kingdom | Germany | France | Japan

Customer Reviews (22)

5-0 out of 5 stars The Definitive Guide to Writing Good Advertising
For some reason that I'm not exactly clear on, I really don't find biographies or autobiographies to be that interesting. That doesn't mean that there aren't any interesting people out there; there are. For some reason I just don't find reading about other people to be that interesting. This book is an exception.

It is actually two books, not one: My Life in Advertising and Scientific Advertising. The first is the autobiography. The second is Hopkins' tips and strategies for getting the most out of your advertising and marketing efforts.

For once I actually enjoyed reading a biography. I think the reason is that Hopkins doesn't spend a whole lot of time talking about his life. He does talk about his life, he just doesn't spend much time on it and what he actually does say is interesting. Something else that made his biography interesting is that he actually talks about different advertising campaigns he did and how he made them successful.

In other words, he doesn't make that fatal mistake that most autobiographies make: he doesn't go on and on about himself until you are bored to pieces.

The second book is Scientific Advertising, and this is the most important classic in the field of advertising and copywriting. This book is so important to anyone that writes copy that legendary copywriter David Ogilvy says you need to read it at least seven times.

Many of the techniques outlined in this book that copywriters use today are techniques that Hopkins invented. Hopkins covers all of the most important elements of writing your copy, including headlines, art, and telling a story within your copy. He also shows you how to test your campaigns so that you don't waste your money on campaigns that don't work.

Whether you are a copywriter or a business person who wants to get more from your advertising efforts, this book is a classic and a must read for getting more from your advertising efforts.

5-0 out of 5 stars Must have for marketing reference library.
This book is easy to read and is very informative.It is a must read.

5-0 out of 5 stars Timeless advertising principles
Claude C. Hopkins (1866-1932) was a pioneer in the advertising industry.This volume consists of his two books: Scientific Advertising written in 1923, and My Life in Advertising written in 1927.NBC and CBS were founded around the time of Hopkins' retirement, so his work predated the broadcasting era. The media of his time were newspapers, magazines, and direct mail.

"Salesmanship-in-print is exactly the same as salesmanship-in-person." If the purpose of advertising is to sell, then its effectiveness can be measured by resulting sales volume. Hopkins tested ads on a small scale before risking money on a large-scale campaign.He also compared results using different headlines in order to discover the best performing approach.

"Never seek to amuse. That is not the purpose of advertising." Hopkins would likely be disturbed by a great deal of modern advertising where creativity overshadows salesmanship.

Hopkins used free trials to successfully penetrate markets, but he felt the word "free" cheapens a product. Instead he would say, "We will buy your first package." He did not find it effective to give away samples to people who did not request them.

"Some say, be very brief... That would be an unthinkable handicap... Every ad. in my opinion, should tell a complete story. It should include every facet and argument found to be valuable. Most people I figure, read a story once, as they do a news item. I know of no reason why they should read it again."

Scientific Advertising consists of 21 short chapters:

Ch1: How advertising laws are established
Ch2: Just salesmanship
Ch3: Offer service
Ch4: Mail order advertising - what it teaches
Ch5: Headlines
Ch6: Psychology
Ch7: Being specific
Ch8: Tell your full story
Ch9: Art in advertising
Ch10:Things too costly
Ch13:Use of samples
Ch14:Getting distribution
Ch15:Test campaigns
Ch16:Leaning on dealers
Ch18:Negative advertising
Ch19:Letter Writing
Ch20:A name that helps
Ch21:Good business

The vocabulary sounds surprisingly modern, with a few exceptions here and there, such as dilatory, folly, palaver, rudiments, and trifle.The prices (one cent postage stamp) and car brands (Chalmers, Hudson, Mitchell, Overland, Reo, Studebaker) add a bit of early twentieth century flavor.

Scientific Advertising (100 pages) may be purchased as a standalone volume. The autobiography (200 pages) adds additional context through stories about various campaigns.

With today's trend towards data-driven decisions and increased scrutiny of marketing budgets, this 85-year-old book is surprisingly relevant. While some of the techniques from Hopkins' time may no longer be effective, the fundamental message of Scientific Advertising is timeless.

5-0 out of 5 stars Classic.
This book is a must read for anyone in advertising.

There are real life case studies and little bits of advertising wisdom throughout this book.

5-0 out of 5 stars Classic - full of knowledge - a must read
There are two very valuable books here.

These books were first published over 80 years ago.But that does not in any way mean they are less important today than they were when first written.The fact that they have withstood the test of time and are still considered highly valuable works today validates the importance of the message.

The third paragraph of Scientific Advertising gives a preview of the lessons to be learned."Therefore this book deals, not with theories and opinions, but with well-proved principles and facts.It is written as a text book for students and a safe guide for advertisers." They are both based on well proven facts.

Both books contain very valuable lessons learned by Claude Hopkins during his amazing career in advertising.He gives a very solid philosophy of advertising and then backs it with many actual examples of advertising in action.

If your business conducts any form of advertising, you would do well to read these two books.As Hopkins points out, "The only purpose of advertising is to make sales.Treat it as a salesman.Force it to justify itself."

A recurring theme of both books is all advertising must have a means to measure the results."In no other way can real service reveal its advantage.Doing anything blindly is folly."

Most businessmen today believe they know their market.Hopkins has some strong words for those who rely on their opinion rather than testing the market.He says, "Sometimes those who judge the world by themselves, succeeded.Four times in five they failed.I know of nothing more ridiculous than gray-haired boards of directors deciding on what housewives want.""Only the obstinate bone-headed, will venture far on personal opinion."

Claude gives some great lessons in selling."And every effort to sell creates corresponding resistance." Don't engage in selling.Interest those people who want what you have.Clearly show them the benefits of your product.But don't try to sell them.It will backfire."Changing people's habits is very expensive.""People will do much to cure a trouble, but in general do little to prevent it."So don't try to sell prevention.Sell the cure.

There is some overlap between the two books.Some examples are cited in both books.But it is very interesting reading, learning how Puffed Wheat and Puffed Rice were marketed.There are countless other examples of how appropriate marketing created demand and distribution.

It is easy to say that times have changes and what worked in the early 1900's will not work today.There is no doubt that a lot has changed.But not basic human behavior.So the principles are still the same.Your job is to learn the principles and figure out how to apply them to your product or service.

The two greatest lessons from these books are to measure your return and to get rid of your own opinion about what the customer wants.Learn to ask them.Find out what they want.Trying to sell what you think the market wants can be very costly.

Delightful and easy to read.Full of knowledge you can put to use in your business right away.
... Read more

7. The Advertising Concept Book
by Pete Barry
Paperback: 256 Pages (2008-07-21)
list price: US$29.95 -- used & new: US$18.70
(price subject to change: see help)
Asin: 0500287384
Average Customer Review: 4.5 out of 5 stars
Canada | United Kingdom | Germany | France | Japan
Editorial Review

Product Description
How do you write a great ad? Pete Barry, who worked at Ogilvy London and now teaches in New York, goes straight to the basics: work out what you want to say, who you are saying it to, and how you want to say it. No amount of glossy presentation will make a successful ad if the idea behind it is unconvincing.

Structured to provide both a complete course on advertising and a quick reference on particular topics, the book covers every aspect of the business, from how to write copy and choose a typeface to how agencies work, to the different strategies used for print, TV, film, and other types of media, including interactive. In a unique feature, Barry provides his own concept drawings of nearly 400 of the greatest ads of all time.

Exercises throughout will help both students and professionals assess their own work and that of others. Having critiqued and directed over 45,000 student ads, Barry outlines simple rules about where to start and how to "push" an ad to turn it into something exceptional. He explains how to work in a team, or not; how to best present projects; and how to turn an idea into a campaign. 400 illustrations. ... Read more

Customer Reviews (7)

5-0 out of 5 stars amazing
this book really is something else. The most intriguing book I've read about advertising and the creative process. I particularly liked it because it encourages you to be creative as you are reading it. Lovely book. Buy and be happy.

5-0 out of 5 stars Cuts out the fluff
I've read quite a few advertising books, but this is the one to buy.The title is actully definitive of the whole book.Pete Barry takes the reader back to the basics that have gotten lost in so many schools and books.No matter how great to look at you ad is, if it doesn't sell, it's not a good ad.You have to get your idea, or concept, right and build off of that.This book teaches you how, and has visual examples on every page.He delivers the information, and shows successful ads in their bare bones state to show the important parts.This book has furthered my understanding and given me a foundation of thought to build on.

4-0 out of 5 stars Great book!
I bought this book because I was not an advertising major but took a few classes on campaigns and was apart of our advertising club and felt like I needed to get a solid understanding of building great creative. Pete Barry does a great job explaining how a big idea differs from strategy and execution and everything in between. He basically includes everything he has come to learn in advertising and explains it to you in an understandable way.

The only reason I give it 4 stars is because of a few of the examples. It seems whenever you read about good creative you see The Economist, Guiness and other common companies who have developed great work in basic categories (alcohol, magazines, sports, etc). What I would really like to see are more unknown good creative ads where the product is not so easy to advertise for or is not as exciting (corporate companies, insurance, washing machines, etc). Obviously Nike would be cool to do advertising for or VW but the reality is that most advertising work will not be so glamorous. Don't get me wrong, he does list some uncommon companies and various clients but I would like to have seen a little more.

Hey Whipple! is great as well but is more about the industry while this book breaks down creative to its essentials. So I would read this first then Hey Whipple! and then you are set to start making great work and will be working at a huge agency in no time! Ok, maybe not in no time, but soon enough.

5-0 out of 5 stars A book about concepts
It's a great book about concepts and strategies in advertising. Presents ways of improving copy and art direction, there's lots of examples that make the understanding easier. Talks about all kinds of advertising (prints, tv, radio, interactive, new media, ...).
I recommend this book to advertising students and people interested in advertising, especially "the clients".

5-0 out of 5 stars Love it!
Very clear thought. Good for beginners who need to know about the overall image of advertising business and how to work on the concept.Very impressive. ... Read more

8. Scientific Advertising
by Claude C Hopkins
Paperback: 90 Pages (2010-09-19)
list price: US$7.49 -- used & new: US$7.49
(price subject to change: see help)
Asin: 1453821082
Average Customer Review: 4.5 out of 5 stars
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Editorial Review

Product Description
A reprint of the original, unedited 1923 text by Claude Hopkins. This groundbreaking book remains essential reading for anyone entering the copywriting and advertising professions, reminding us that advertising's purpose is purely to sell.Claude Hopkins expresses powerful, statistically tested truths about "salesmanship in print" which remain relevant through the decades and across all media - including today's internet marketing.David Ogilvy once said "Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life."Read "Scientific Advertising" before you read any other book on advertising or marketing. It may change your life, too. ... Read more

Customer Reviews (13)

5-0 out of 5 stars In 1923 there was no internet--but there was the need to sell
When Hopkins wrote "Scientific Advertising" in 1923, there was no internet (nor was there in 1932 when he passed), so to expect him to cover it is a little ludicrous. However, in those few pages, Hopkins gets to the guts of the issue--advertising's intention is to sell products. So many advertising people these days think it is to win awards. If one were to learn the words in this little book, and then follow them, one would make a lot of money selling a lot of product or services. That's what the purpose of advertising is, isn't it?

2-0 out of 5 stars Book is 64 Pages long, book is OLD...not packed with much substance. INTERNET NOT MENTIONED

*Author is clearly a good writer and provides for a good read. He did research, but we received grains of that wisdom, instead of concrete, applicable knowledge.

*Book has a few...and I say few, golden nuggets of facts and wisdom.

* Author states the obvious. "Dont knock competitors", " Low profit margins at HIGH circulation is better than high profit margins at low circulation."

* Who is he talking to?He covers the bare basics and definition of advertising but not HOW to advertise. He wrote a treatise on advertising, but NOT a manual.

* WIKIPEDIA, has a longer explanation on advertising than this book. 64 pages!


17...book has a lot of chapters but only 2-3 pages dedicated to each. How can you describe Strategy, Information, and Test campaigns with only 3 pages dedicated to each in a small book about 8x5 inches.

The Sad Truth:

Sadly this author is educated, knows how to write, and is enjoyable to read. Too bad he didn't bother to share a more thorough explanation on advertising. Honestly, each chapter is so short, it is not even suitable for an "introduction" for a chapter in an advertising texbook.

I learned nothing I already knew...and I don't know much.

4-0 out of 5 stars Advertising made easy
The advice given in this book is timeless. Hopkins was truly ahead of his time. Do no let the 101 page length fool you. This book is packed with valuable knowledge. Highly recommended for anyone with their own business or anyone in the advertising/marketing game.

5-0 out of 5 stars Discover the real secrets of advertising
If you aspire to a career in advertising, marketing or whatever niche in communications you have selected: this is a MUST read. Or as David Ogilvy once remarked: "You must read it 7 times!

5-0 out of 5 stars Scientific Advertising , by Claude Hopkins
I've always as more than 40 years professional in direct marketing and advertising cited Hopkins. This 2008 edition of his book from 1925 was the opportunity to meet "personally" the master.
It is a must for all that want do work in this trade,especially in the web!!! ... Read more

9. Contemporary Advertising
by William Arens, Michael Weigold, Christian Arens
Hardcover: 736 Pages (2008-10-24)
-- used & new: US$14.08
(price subject to change: see help)
Asin: 0073381071
Average Customer Review: 4.5 out of 5 stars
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Editorial Review

Product Description
Contemporary Advertising, 12/e is one of the best-selling advertising texts in this field. Known as the "coffee table book" for Advertising, it is known for its current examples, the author's ability to pull from real-world experiences, and the clear writing style. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples. Author Bill Arens continues to address the importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns. ... Read more

Customer Reviews (12)

5-0 out of 5 stars Very Pleased/Fast Service
I got this book in half the time that was quoted and it was in great condition.Thanks!

5-0 out of 5 stars VERY Fast Shipping
This book arrived days before I thought it would, I ordered it Saturday and it was here on Monday. I was very impressed and would order from this seller again.

5-0 out of 5 stars Contemporary Advertising
Exactly as advertised and very fast shipping.Thank you.I would definately shop for college books at Amazon in the future.

5-0 out of 5 stars Contemporary Advertising
I am pleased with the layout of the book.The topics are placed in a logical order and the chapters fit well together. He used a varied and interesting selection of ads to help explain the topics being discussed in each chapter.

5-0 out of 5 stars Easy to read
I used this text in anadvertising design class last semester. It is very easy to read and has a lot of real-life examples. The teacher kind of jumped around the chapters, they do not have to be read in order. Covers everything from the history of advertising, the strengths and weaknesses of different media, copywriting, demographics/psychographics, the different types of marketing (database, direct-response, etc.), and the different regulations and groups (FCC, BBB, AAAA). This was my favorite class last semester, the information is easy to comprehend and pretty interesting. ... Read more

10. The 33 Ruthless Rules of Local Advertising
by Michael Corbett, Dave Stilli
Paperback: 199 Pages (1999-01-01)
list price: US$14.95 -- used & new: US$6.15
(price subject to change: see help)
Asin: 096673839X
Average Customer Review: 4.5 out of 5 stars
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Editorial Review

Product Description

This book was created for the 90 percent of small business owners who reportedly are dissatisfied with the results they get from local advertising. If followed, these rules, among them don’t ask your customer what brought them in, demand absolute accountability, and sell something more profitable than a low price, will broaden the customer base and enhance the bottom line. Specific growth objectives for advertising expenditures and the development of a system of absolute advertising accountability make this book distinctive. Business owners will learn to use advertising money wisely for maximum profitability.
... Read more

Customer Reviews (24)

5-0 out of 5 stars Excellent advertising advice for a small business
This book has great advice for the "common" small business.There are things you can implement right away.The author gives a different perspective on how to advertise a small business. Most books I read on the subject are meant for larger more "nationally recognized" companies.This book is for someone who wants to advertise their small business to their community.I would highly recommend this book.

5-0 out of 5 stars The best Advertising book I've ever read
Yes, this book has taught me exactly what I needed to know to make some major decisions for my company.To me this book has answered sooo many questions that I have been asking for years. Thanks Authors!

4-0 out of 5 stars Great for retailers; professionals gain also
This book will keep retailers, who are almost never schooled in advertising and who believe the media are ad experts (they aren't), from making expensive mistakes.It disabuses them of wrong ideas about what it takes for a campaign or promotion to produce results, and helps them gain positive results.Professional advertising writers, who are schooled in the principles taught in this book, will pick up valuable ideas from it, since no one knows everything about his profession! I found good, useful information.It's a good buy.

4-0 out of 5 stars Local Advertising Can Work
The 200 page book is written in a easy-to-read format -- full of tidbits that can help a business reach its local, targeted market. I read this along with a book on radio advertising hoping to get a greater insight into what may work for a new product we are launching.

I read pretty fast so it was worth the two hours I spent with it. It has information that can be referred to again and again as one executes on a local marketing program.


5-0 out of 5 stars great info
This was a very informative book on how to place ads in to the local market where I run my business.Everyone says get a website but I have found that it produces little results and this book finally told me why. Based on the information in this book I will redirect my advertising to better capitalize on my local market.of the many advertising books I have read this one is by far the best. ... Read more

11. Local Online Advertising For Dummies
by Court Cunningham, Stephanie Brown
Paperback: 384 Pages (2010-03-29)
list price: US$24.99 -- used & new: US$12.99
(price subject to change: see help)
Asin: 0470497424
Average Customer Review: 5.0 out of 5 stars
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Editorial Review

Product Description
Kick your local online advertising into high gear with this friendly, timely guide!

Add the newest means of advertising your business into your marketing mix by developing an online advertising strategy. This get-down-to-business guide will show you how. Written by executives from Yodle, a New York-based firm specializing in online advertising, this book reveals the best and brightest ways to get the word out, from creating a Web presence that draws visitors, to using SEO, to jumping boldly into social media advertising.

  • Online advertising market is estimated to grow to $10-$19 billion by 2011, and you'll want your business to be part of this huge shift
  • Explores how to research your audience, set goals, and build a plan
  • Provides steps and tips on creating an effective Web presence and landing pages-then covers how to drive visitors to your site with search engine optimization, AdWords, e-mail blasts, and social media marketing
  • Examines blogs, chat rooms, video, and other ways to win customers

Don't miss the free offer from Yodle that comes with this practical guide! ... Read more

Customer Reviews (1)

5-0 out of 5 stars Love it cover to cover!!!
local online advertising for dummies is a great read cover to cover...the fact i like the most about the book is that it touches upon every aspect of local business marketing from creating a website, to PPC, SEO and more...The book authored by Yodle, in my review fairs a "Good read"....for me the chapters that talk about "social networking" and "PR" were the most helpful, as those are relatively new marketing channels I am trying to better use to attain business goals... In my review, Yodle and this book are "highly recommended".

... Read more

12. Ultimate Guide to Pay-Per-Click Advertising
by Richard Stokes
Paperback: 240 Pages (2010-03-31)
list price: US$24.95 -- used & new: US$13.66
(price subject to change: see help)
Asin: 1599183633
Average Customer Review: 5.0 out of 5 stars
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Editorial Review

Product Description

Learn the Success Secrets of Search Advertising

Millions compete for exposure on Google, Yahoo!, and MSN Live Search, but 97% of them fail to get results. Become one of the elite 3% who succeed. How? Search advertising specialist Richard Stokes reveals that and more!

Covering all major search engines, this powerful guide discloses:

  • The “$100 Bidding Myth”: why outbidding competitors rarely results in more traffic
  • Simple website changes that can increase sales by 500%
  • How to drive 80% or more of online revenues with rare superconverter keywords
  • Winning strategies of the world’s top search marketers
  • The best ads on the internet and how to write them
  • The real factors for driving high click-through rates
  • How to find competitors’ budgets, ad copy, and best keywords
  • How to manage bids without expensive bid-management software
  • And more!

“Having Rich Stokes work on your Search Marketing is like getting Michael Jordan to play on your pick-up B-ball team. It doesn’t matter who you play – you’re going to win.”
Rick Carlson, CEO, Surf Secret

"Richard Stokes knows things about Google that hardly anybody else in the world knows. Far more than most Google employees. Why? Because he operates a market research company that constantly analyzes the search results of millions of keywords. I consult with hundreds of business owners who manage large Google accounts, but every time we get together, I learn something new from him.”
Perry Marshall, author and world's most-quoted consultant on Google advertising

“Rich’s unique perspective and deep analytical skill make The Ultimate Guide to Pay-Per-Click Advertising one of the must-read books of the year for every search marketer.”
David Szetela, CEO, Clix Marketing

... Read more

Customer Reviews (12)

5-0 out of 5 stars Worth every penny and more importantly, the time to read
Clear and concise, this book is a one-day advanced course for anyone trying to make sense of this very intricate and confusing topic. The knowledge and insights gleaned from this book have already "paid back" in our firm's ability to help our clients maximize their PPC dollars/resources and in the good will that that service and information has created back in our direction.

A must read.

5-0 out of 5 stars Excellent Resource.I spend OVER $20,000 a day of my own money on PPC and could not recommend this more highly
I spend over $20,000 of my own personal money every single day on PPC--so I am very motivated to find an edge everywhere I can.This book delivers the edge and then some.The book is easy to grasp and super practical.

I have read just about everything there is to read on the subject of PPC.When it comes to this subject, I know garbage when I see it.This book is excellent and full of gold nuggets of information that help you save and make money. When I am able to gain even a 1% efficiency in PPC, that is a big deal to me.This book provides the kind of insight that gives advertisers that edge.

If you are just starting out, I suggest you read this book several times.You could save yourself a fortune.If you are already an experienced and expert level PPC advertiser already like me, you won't find a brand new stuff on every page like the beginner or novice likely will.However, you will likely find more than a few terrific, practical ideas and strategies to increase your bottom line.

There is very good stuff in the Traffic Maps chapter.The Quality Score chapter is critical to read and thoroughly understand--really insightful stuff there.There is a chapter on writing ad copy that is fantastic. This is where the winners begin to separate themselves from the loosers, I think.

Also, the author has some great stuff on analyzing competition.He explains where to find the resources and how to use them. Then, he also tells you how to use the data against your competition.

In summary, this is an excellent resources.It's very practical and fundamentally sound.It's well organized.It is a must read if you are serious about building your business through PPC.

5-0 out of 5 stars Took my Adwords advertising to another level!
I have read many books and Ebooks regarding Adwords and I have to say this is the best resource for advanced AdWords advertisers.
I resell Adwords and manage clients accounts and this book has been invaluable to me.
If you think of how expensive Adwords is if you don't do it right then this book is essential to maximising sales from your clicks so the value is their immediately.
It shows tips and techniques that simply cannot be found anywhere else and I have read many books that 'claim' a lot but deliver little, this is the only one that has given me real usable practical advice from a true expert.

Very recommended!

5-0 out of 5 stars This the SEO manual
Stokes gets it. He explain it in a way that isn't too technical for us laymen. My favorite chapter was on the 'rare keyword' segment. These shortcuts provided will enhance your website no matter what algorithm is used,by increasing the number of hits you get.If your site is like mine,you're probably finding that Google Ad Words is only making Google money and not you.
Just because you're getting lots of visitors doesn't mean they're clicking on the ads. Stokes shows you how to get more users to click on them and thus more money in your pocket.

5-0 out of 5 stars Comprehensive
If you are new to Paid Search and need a crash course, or need to take your game to the next level, this is the book you've been waiting for.Mr. Stokes takes all the guess work and voodoo magic out of this advertising channel, and methodically delivers the playbook needed to compete at the highest levels.Kudos Mr. Stokes, you've nailed it once again. ... Read more

13. Outrageous Advertising That's Outrageously Successful: Created for the 99% of Small Business Owners Who are Dissatisfied with the Results They Get From Their Current Advertising
by Bill Glazer
Hardcover: 344 Pages (2009-09-20)
list price: US$19.95 -- used & new: US$6.99
(price subject to change: see help)
Asin: 0982379315
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Editorial Review

Product Description

When a sprinkler malfunctioned at a Baltimore menswear store, three inches of water sat on the floor and much of the merchandise was wet. The owner, the author of this book, could have done the normal thing and sell the wet merchandise to a Jobber--a business that buys damaged goods in bulk for cheap. Instead, he did the OUTRAGEOUS thing--he advertised in a very OUTRAGEOUS way which resulted in receiving much more than he would have received from the Jobber. It was easy.
Here is an OUTRAGEOUS idea--it's easy to make a lot of money from advertising. That's right, easy money! This book, OUTRAGEOUS ADVERTISING THAT'S OUTRAGEOUSLY SUCCESSFUL, explains in certain terms how to advertise and make money. No more guesswork. That's OUTRAGEOUS by itself! Lots of advertising programs claim to want to help you stand out. This one works. This is material you can use immediately. Presented by Advertising Guru Bill Glazer, who has spent years teaching this at seminars, implementing it in the trenches in his own Baltimore menswear business, and providing it to dozens of clients in all industries,
OUTRAGEOUS ADVERTISING THAT'S OUTRAGEOUSLY SUCCESSFUL gives you the secrets to succeeding with the most effective advertising of all--OUTRAGEOUS advertising.
Rich with examples and stories showing exactly how to implement a successful OUTRAGEOUS program, this book cracks the code on getting a return on your advertising dollars--an OUTRAGEOUS return! Glazer points out that the biggest advertising day of the year, the Super Bowl, became that way because people expect to see OUTRAGEOUS ads. OUTRAGEOUS ads get attention, and this book proves you can do it without the Super Bowl ad.
OUTRAGEOUS ADVERTISING THAT'S OUTRAGEOUSLY SUCCESSFUL presents the clear fact that OUTRAGEOUS advertising works because of its ability to get you noticed, and then it offers you specific OUTRAGEOUS marketing principals, and finishes by taking you into the OUTRAGEOUS idea factory.
This book is graphically rich with examples from Glazer's years in the trenches doing exactly this kind of advertising for his Baltimore menswear store, Gage Menswear, as well as examples from many other industries. It includes resources cited throughout the text for you TO find more information or access to promotional materials. This is not a book about theory or generic branding. This is simply about creating OUTRAGEOUS results with OUTRAGEOUS ADVERTISING THAT'S OUTRAGEOUSLY EFFECTIVE. It's easy if you know how! 

... Read more

14. Dynamics of International Advertising: Theoretical and Practical Perspectives
by Barbara Mueller
Paperback: 342 Pages (2004-05-30)
list price: US$49.95 -- used & new: US$43.00
(price subject to change: see help)
Asin: 0820463604
Average Customer Review: 5.0 out of 5 stars
Canada | United Kingdom | Germany | France | Japan
Editorial Review

Product Description
Dynamics of International Advertising brings to light the unique challenges in developing and implementing successful campaigns globally. With a balance of theoretical and practical perspectives, this text takes the reader inside the dynamics of advertising as it functions within the international marketing mix. Filled with current examples and case studies, Dynamics of International Advertising addresses the key issues that advertisers must keep in mind to create effective communication programs for foreign markets: cultural norms and values, political environments, economic policies, social contexts, and more. Both the process and product of international advertising are addressed—from research and strategy development to creative execution and media planning. This is an ideal textbook for upper-division undergraduate and graduate students in specialized courses dealing with international advertising or marketing.It is also an effective supplemental text for introductory advertising, marketing, or mass communications courses seeking to expand coverage of the international dimension. The text should prove useful to practitioners of international advertising, whether on the client side or within the advertising agency.And, finally, researchers of international advertising and marketing will also find the text a valuable resource. ... Read more

Customer Reviews (3)

5-0 out of 5 stars Just like the description
The book came in brand new in a decent amount of time.No problems with this seller

5-0 out of 5 stars Great!
Very interesting reading for beginners in International Marketing Communications. Tons of pictures and examples which I absolutely love!!!

5-0 out of 5 stars All about international advertising
The book speaks about characteristics, problems and strategic challenges in international advertising (with a balance of theoretical and pratical perspectives).There are many examples of which elements advertisers must consider to create an effective communication for foreign markets(for example, cultural, economic and political local contexts). It's a very usefull and interesting book, even for students that didn't study advertising or marketing at the university: in fact, contents are expressed clearly and in a thorough way. ... Read more

15. The Fall of Advertising and the Rise of PR
by Al Ries, Laura Ries
Paperback: 320 Pages (2004-05-01)
list price: US$14.99 -- used & new: US$5.17
(price subject to change: see help)
Asin: 0060081996
Average Customer Review: 3.0 out of 5 stars
Canada | United Kingdom | Germany | France | Japan
Editorial Review

Product Description

Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations.

Today's major brands are born with publicity, not advertising. A closer look at the history of the most successful modern brands shows this to be true. In fact, an astonishing number of brands, including Palm, Starbucks, the Body Shop, Wal-Mart, Red Bull and Zara have been built with virtually no advertising.

Using in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns, The Fall of Advertising provides valuable ideas for marketers -- all the while demonstrating why

  • advertising lacks credibility, the crucial ingredient in brand building, and how only PR can supply that credibility;
  • the big bang approach advocated by advertising people should be abandoned in favor of a slow build-up by PR;
  • advertising should only be used to maintain brands once they have been established through publicity.

Bold and accessible, The Fall of Advertising is bound to turn the world of marketing upside down.

Amazon.com Review
In The Fall of Advertising and the Rise of PR, longtime marketing strategist Al Ries and his daughter/business partner Laura Ries offer solid arguments championing the latter over the former for modern-day brand building. Such a stance is hardly new for these two, who have jointly, individually, and with others written eight previous books on related topics since Al penned The Positioning Era Cometh for Advertising Age some three decades ago. What's fresh this time is the dissection of contemporary corporate hits--like Starbucks, Botox, eBay, and even Harry Potter--that have eschewed traditional advertising and nevertheless soared to the top through the savvy use of public relations. The authors spend the first part of the book discussing how advertising lost credibility among consumers as it became more of a creative art than a sales tool, and the second part showing how PR subsequently supplanted it in effectiveness. Using the above examples and others, they explain how such practices can work in various situations (building a new brand, rebuilding an old one, dealing with line extensions, etc.), as well as ways advertising can still be usefully employed (primarily to maintain a brand and "keep it on course"). The result is both provocative and practical. --Howard Rothman ... Read more

Customer Reviews (73)

5-0 out of 5 stars Awesome book- must read for Advertising, Marketing, and PR
Great book and great advice.Awesome examples and very applicable to today's over-communicated life.

5-0 out of 5 stars Branding, not advertising
I read this book first way back in 2006. When other business owners ask me for advise, I tell them to buy this book.

"Advertising is brand maintenance. PR is brand building."

How many advertising messages is the average person exposed to during an average day? ... guesses ranging up to five thousand per day.
...we tend to tune advertising messages out.

The goal of traditional advertising is not to make product famous. The goal of traditional advertising is to make the advertising famous.

Marketing does not exist to support manufacturing... Manufacturing exists to support marketing.

Advertising, like the Siegfried & Roy show, is incredible in the dictionary definition of the word: "not credible; unbelievable."

1-0 out of 5 stars Surprised the author's PR firm in Atlanta's still in business after writing this book.
I wanted to love this book. I expected to at least like this book. Turns out, it's the weakest, worst-written book I've read in over 10 years. It is a tribute to the authors' ongoing PR skills that this book did not destroy their credibility to the point of causing their business to fail.

Yes, it's that bad a book.

The authors' many industry columns and blog appear to have been written by different people than this book. There, the authors come off as smart, funny people who often make well-reasoned arguments supported by facts. Here, not so much.

Another reviewer suggested that this book was written solely to cause controversy and generate publicity for the authors' business. It's possible that the reviewer is correct. However, to me the book reads more like a simplistic, axe-grinding manifesto from someone who feels passed over and disrespected. I can't imagine many intelligent clients reading this book and then hiring the authors' company.

I am hopeful that the authors' other books are better. But steer clear of this one, it sucks.

2-0 out of 5 stars Redundant, redundant,reduntant...
This would have made an excellent article. As a book, it's a rip-off. I kept waiting for "the good part," which for me would have been the author's ideas on effective P.R. He convinced me of his basic premise, that advertising is a waste for establishing a brand. He did not tell me how to effectively use P.R. to do that.

3-0 out of 5 stars Don't know what everyone's problem is
Most of these reviews are acting like this book killed their dog. Settle down people.

It's not about how to do PR. You should be able to tell that from the title. It's about how advertising fails, mainly on the basis of establishing a brand. With so much skepticism in the market today, you can't just throw a bunch of advertising out there. People don't trust it anymore. The best way, but not the easiest, it to get them to talk about it themselves. Then you support those talks with advertising to remind people of what they have already heard (he says that in the book, so quit acting like he thinks PR is the end-all, be-all). Your product needs to support those themes too. None of this flys without a product that stands up to the hype.

If nothing else, this book should just be read as a cautionary tale. ... Read more

16. Advertising Secrets of the Written Word: The Ultimate Resource on How to Write Powerful Advertising Copy from One of America's Top Copywriters and Mail Order Entrepreneurs
by Joseph Sugarman
Hardcover: 312 Pages (1998-06-01)
list price: US$39.95 -- used & new: US$36.97
(price subject to change: see help)
Asin: 1891686003
Average Customer Review: 5.0 out of 5 stars
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Customer Reviews (47)

5-0 out of 5 stars Great advice to follow
Joe Sugerman is right on target with his marketing advice. And, his results certainly prove he knows whereof he speaks. The book is a step by step explanation of what he does and why he does it. I have found his advice and approach work well indeed. One of the key books that belongs in any businessman's library, and should be referred to regularly.

5-0 out of 5 stars Must Have...
If you want to become a master at marketing this is one of the books that you must have in your collection. Its very easy to understand because Joseph Sugarman tells you how to do it and gives you an example to make sure you understand. This book can be applied to marketing any type of business online and offline. He covers all areas in advertising from small businesses to big businesses.

5-0 out of 5 stars Adweek Copywriting Handbook is the updated version of Advertising Secrets Book
I ordered Advertising Secrets from our state library system because it is out of print and I didn't want to spend the high prices from the resellers.When I received it, I realized it is an exact copy of The Adweek Copywriting Handbook by Joseph Sugarman which IS in print and is sold for about $39 here at Amazon.The "Adweek" version is word for word the same except for a slight mention of the internet to update the book and a change of title.So don't waste your money trying to get the out of print version.Just go to The Adweek Copywriting Handbook and you'll have a replica of "Advertising Secrets".

4-0 out of 5 stars Sugarman Learned On His Own Dime
And that is what makes this book so good.

Sugarman never did much writing for other people.
He wrote to cover his payroll and build his own
business - risking Millions of dollars a year,
OF HIS OWN MONEY, to test his ideas.

He confesses he lost more often than he won but
when he wrote a winner he sometimes won big.Along
the way he learned harsh truths about business.

He's not only a gifted and original copywriter,
he's a shrewd business strategist - Sugarman
promoted electronic gimmicks and gadgets that
would get severely devalued as new technology came
along, sometimes in a matter of months - so he's
particularly relevant to writers and marketers
in the "internet marketing" niches today, where the
novel and hypey often carries the day.

I read Sugraman's ads when I was a kid and also
Drew Kaplan's (when will that Masked Man write
a book?) and was transfixed.Still later in I
discovered J. Peterman's catalogs.

I got started writing copy for my woodworking business
before I lost interest in the long hours and physical
grind of production.Writing copy later became the
keystone to my success online - and Sugarman was the
first copywriting "bible" I acquired.

I wouldn't actually recommend this book as the first one
you read - it's about marketing and the mail order business
as much as it is about psychology and copywriting... so
it doesn't cover salesletter structure in a way that will
be useful to everybody just starting out... unless you
sell gadgets like Sugarman did. I'm not saying he is not
a master because he clearly is - just that there are other
books you might want to read first like Victor Schwab's
excellent book.

5-0 out of 5 stars Joe is AMAZING!
I have never been so impressed by a copywriter
like I have been with Joe. I saw him speak a long
time ago at a Mark Joyner event and bought this
book. I have had it by my side ever since.

I couldn't recommend it enough!

Matt Bacak
Author of Secrets of the Internet Millionaire Mind
and The Ultimate Lead Generation Plan ... Read more

17. Advertising For Dummies
by Gary Dahl
Paperback: 336 Pages (2007-01-03)
list price: US$21.99 -- used & new: US$5.58
(price subject to change: see help)
Asin: 0470045833
Average Customer Review: 4.0 out of 5 stars
Canada | United Kingdom | Germany | France | Japan
Editorial Review

Product Description
So, you need to create an advertising campaign that brings in more customers, adds more dollars to your bottom line, and validates all the reasons you went into business in the first place. But how can you make your ad look and sound like champagne if your budget can only afford beer? Are you wasting your time trying to sell ice to an Eskimo?

The world of advertising can seem like a daunting place—but it doesn’t have to be. Advertising for Dummies coaches you through the process and shows you how to:

  • Identify and reach your target audience
  • Define and position your message
  • Get the most bang for your buck
  • Produce great ads for every medium
  • Buy the different media
  • Create buzz and use publicity
  • Research and evaluate your competition

Advertising for Dummies offers newbies a real-world look at the ins and outs of advertising—from online and print to TV, radio, and outdoor formats—to show you how you can easily develop and execute a successful campaign on any budget. Plus, you’ll find a glossary of common buzzwords you may encounter along the way so you can talk the talk like the advertising guru you (almost) are! With simple tips on how to write memorable ads and timeless lessons from the legends, this book is packed with everything you need to have people from New York to Los Angeles whistling your jingle. ... Read more

Customer Reviews (3)

2-0 out of 5 stars Never received order
Ordered this item on May 5th and never received it. When I emailed the sender they apologized which was nice but I never got my book.

5-0 out of 5 stars "Ad" this to your cart
If your looking to find data on advertising, look elsewhere
Your wasting your time looking for any real advertising tips. "Be creative" is about the gist of every tip you get.
If your deciding on options for advertising, when to advertise, where, pricing, this book is for you.
Plus a few anecdotes and you get this wonderful book.

5-0 out of 5 stars "Ad" this book to your shopping cart!
This is the book that all people interested in advertising have been waiting for and will enjoy. It was talked about on KGO newstalk 810 a.m. and was created by the maker of the Pet Rock.For advertising students this will be of great help for your classes and for those of you already working in the field of advertising this will be a great read providing a deeper insight into this amazing field. ... Read more

18. Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising (Adweek Series)
by Luke Sullivan
Paperback: 352 Pages (2008-02-08)
list price: US$19.95 -- used & new: US$11.46
(price subject to change: see help)
Asin: 0470190736
Average Customer Review: 4.5 out of 5 stars
Canada | United Kingdom | Germany | France | Japan
Editorial Review

Product Description
In this new edition of the irreverent, celebrated bestseller, master copywriter Luke Sullivan looks at the history of advertising, from the good, to the bad, to the ugly. Updated to cover online advertising, this edition gives you the best advertising guidance for traditional media and all the possibilities of new media and technologies. You’ll learn why bad ads sometimes work, why great ads fail, and how you can balance creative work with the mandate to sell. ... Read more

Customer Reviews (18)

5-0 out of 5 stars Highly Recommended
An Art Director friend suggested that I read this book (among others) to learn about advertising. I am not in the "industry" so I cannot speak to the accuracy or intelligence of the content but I can say that I devoured this book. Sullivan's writing style is engaging. He invites the reader into his world and takes them on a fast paced journey through copywriting, tv, radio and print, to name a few. He infuses the right amount of humor and knowledge to keep an advertising neophyte interested and eager to turn the page. This book opened my eyes and ears to the many mediums in advertising and I find that I cannot pass a billboard or listen to a radio spot without hearing Sullivan's voice in my head breaking it down. I recommend this book to anyone interested in an entertaining and enlightening look at an industry that attempts to shape the way we think and influence what we purchase.

5-0 out of 5 stars Ad School, the real deal
This book is advertising gold: hands-down, the most generous, inspiring ad book I have ever read. It is an accurate portrayal of the real-world advertising industry and what you need to make it in the business. Not only that, it's also hilarious. Luke Sullivan takes you on a wild, funky ride which turns out to be surprisingly educational. I've read it over and over again and always find new insights. Should be required reading for anyone interested in the ad business. Needless to say, this book is one of my all-time favorites. Thanks, Luke.

1-0 out of 5 stars yawn fest
There's about two paragraphs i've highlighted that i like, the rest is rather boring sorry.

5-0 out of 5 stars Enjoy It and Use It
It's still my favorite practical guide to copywriting down to the details. This should always be at arms reach. The whole book is written like a series of copy ads running throughout each chapter. Simple headline. Accessible copy. Entertaining enough for me as a undergrad to read for kicks. It feels like you have a friend in the industry telling you all the things you really want to know.

4-0 out of 5 stars Advertising Hi-Jinx
Some very fine thoughts on the advertising and creative marketing business. Might have been a little bit better if the author weren't trying to be so "cute" as well as informative. I was looking for a little more serious introspection and the sort of academic guidance I would give my advertising design students. Nonetheless, it's quite readbale and provides some wickedly irreverent insights to a crazy business. ... Read more

19. Search Engine Advertising: Buying Your Way to the Top to Increase Sales (2nd Edition)
by Kevin Lee, Catherine Seda
Paperback: 288 Pages (2009-05-29)
list price: US$34.99 -- used & new: US$19.84
(price subject to change: see help)
Asin: 0321495993
Average Customer Review: 4.5 out of 5 stars
Canada | United Kingdom | Germany | France | Japan
Editorial Review

Product Description
“A remarkable book that eases you into the important world of search engine advertising. Read it before your competitors do!”
—Danny Sullivan, Editor SearchEngineWatch.com

Nothing delivers high-quality traffic like the search engines, but if you’re not showing up prominently in the results for your desired keywords, that means your competition is. The way to gain control and maximize profit is to take advantage of paid search results. Paid search engine listings can deliver site visitors who want to buy what you sell. And they can pinpoint exactly the right landing pages using not only keywords, but also geography, time of day, and more. With a little education and pre-planning, any company can launch a profitable search engine advertising program.

Key features in this book include learning how to:
• Buy top positions on the major search engines profitably
• Transform poor ad copy into ads that deliver results
• Increase visitor-to-buyer conversions
• Begin paid search advertising now, even if you’re a novice
• Use advanced techniques to evaluate and improve your results
• Leverage successes from Google into Yahoo, Microsoft, and more
• Leave the unprofitable clicks to your competition while grabbing the most profitable ones ... Read more

Customer Reviews (23)

1-0 out of 5 stars waste
What a useless book, so little real info. a real waste of money.I wish it could have been returned

5-0 out of 5 stars Recommended for any business library
SEARCH ENGINE ADVERTISING: BUYING YOUR WAY TO THE TOP TO INCREASE SALES appears in its second updated edition to show how to obtain top positions in the major search engines, increase conversations that lead visitors to purchase, and use paid search advertising even if you're a novice. Learn the difference between profitable and unprofitable clicks and structure campaigns for concrete results with this powerful guide, recommended for any business library.

4-0 out of 5 stars Direct and Authoritative
The SEO proces can seem daunting and Ms Seda recognizes that fact. She gives a methodical, if not also logical trail to follow and has obviously done laborious research; which pays off. It may appear technical and dry, but the details are necessary to convey the ins and outs of SEO. Bravo and it will remain a part of my business reference library.

3-0 out of 5 stars It's a Good Read for the Money
It's not a bad overview of Search Engine Marketing, but I wouldn't recommend stopping with this read.

Some of the things Catherine covers are good and don't change.As an example, the chapters that provide Copyrighting Tips and that talk about how to improve conversions on Landing Pages.Even though they are only providing a glimpse as to what you need to know, many of those things do not change from year to year.

Other things however are going to require the reader further study.What one needs to focus on today to get good rankings is quite different from the day this book was written.

An example is paid inclusion; someone reading this should know that you don't need to pay to get indexed now.Sitemaps, getting backlinks from ranked sites that get regularly crawled, directories, blogs etc..

But it's good to absorb whatever one can.Even if someone comes away with a few ideas they didn't have before to improve their bottom line, it's worth the small price of this book.

2-0 out of 5 stars Outdated, outdated, outdated
I'm sure this book was cutting edge when it was first published in February of 2004, but now it's for the most part outdated. For the absolute beginner to this area, there are some good general points, but references to long-since defunct or consolidated web companies (Urchin, Inktomi,etc) make it difficult to understand just what's still relevant. Google and Yahoo (and soon Microsoft) are defining the new landscape of this field as we speak...Try the new book from IBM press, "Search Engine Marketing"....chock full of the latest (as late as can be in this field) info. ... Read more

20. The Art of Client Service: 58 Things Every Advertising & Marketing Professional Should Know, Revised and Updated Edition
by Robert Solomon
Hardcover: 208 Pages (2008-01-01)
list price: US$19.95 -- used & new: US$11.98
(price subject to change: see help)
Asin: 1427796718
Average Customer Review: 4.5 out of 5 stars
Canada | United Kingdom | Germany | France | Japan
Editorial Review

Product Description
If you work with clients in any industry, The Art of Client Service is for you. If you work in an advertising or marketing agency, then this book is indispensable.

Distilling decades of experience, advertising executive Robert Solomon has compiled the definitive resource for advertising and marketing account executives: a fast-reading, pocket-size, actionable checklist of 58 essential ideas to help client service professionals improve their account management strategy and skills.

Now fully updated and revised, The Art of Client Service is geared to the entire account team -- copy writers, art directors, and planners, researchers, media executives, support staff -- anyone who works with clients. With brevity, levity, and clarity, Solomon recounts both successes and failures, and uses them to formulate fast-reading, actionable tips, including:

  • Know when to look it up; know when to make it up. (#7)
  • What happens when I screw up? (#51)
  • Respect what it takes to do great creative. (#19)
  • In a high-tech world, be low-tech (#46)
  • Be brief, be bright, be gone. (#31)
  • How to write a letter of proposal (#44)
  • The Zen of PowerPoint. (#45)

You'll also find new chapters on technology in advertising, the changing role of client service in an increasingly high-tech era, and an updated bibliography of essential reading. ... Read more

Customer Reviews (13)

5-0 out of 5 stars Sabroso | Brand New
Great book. I love you Amazon. Skip the school lines and get your materials here. I saved over $250 by shopping on Amazon.com

5-0 out of 5 stars For the good folks who want to do better in the ad business...
Since I started in the ad business, I've been baffled by the lack of available reading material that might help account people navigate through the hot coals of what we do. As the years have passed, I've met more and more bright eyed account people who just want to do better and they ask "is there any book out there that will tell me how to do this?".

Robert Solomon's first title, "Brain Surgery for Suits" says it well. For many it feels like brain surgery in the first few years but the point is, it doesn't have to. There are some ground rules to play by and a solid mentor should pass on Solomon's latest read, "The Art of Client Service". For that matter, I encourage the whole department (and others) to digest it.

If you're in an agency and you want to see more philosophical alignment from teams, you want to help drive great work and healthy client relationships "The Art of Client Service" is a practical tool to invest in.

4-0 out of 5 stars A Must Read
If you are in the world of advertising/marketing, no matter if you are on the account service side or creative this should be required reading.

A simple quick read with timeless ideas and advice.

5-0 out of 5 stars Excellent
The Art Of Client Service is simply as relevant as advertising read as you can get. I highly recommend this book to everyone working in client services. Truly worth reading.

3-0 out of 5 stars Helpful for advertising creatives...
I had purchased this book with the hope the book was going to cover "client service" as a topic relative to any business... however, it relates to client service specific to the world of advertising agencies and the create people who desgin ads.

The book explores service principles for the advertising industry in 1-2 pages. Some of these points are great, others less so.

If you're not in advertising.... this is not for you. ... Read more

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