Product Description
A practical guide to the emerging mobile advertising market, Mobile Advertising covers all the major topics in this emerging multibillion-dollar industry. This is a complete how-to guide for anyone who wants to understand and take advantage of this hot new advertising medium. Drawing on the experience of three industry veterans, insights from key influencers and decision makers, and detailed case studies, the book gives you practical guidance for getting the most out of mobile advertising. ... Read more

Customer Reviews (8)

great insider look into the mobile marketing world
Great book and very interesting to see how far and what changes have taken place in the last 2 years for this marketplace . Great read and highly recommended.

An Interesting Read - a good overview
The book provides a comprehensive overview of mobile advertising. It proposes a five-points framework of reach, targeting, engagement, viral effects and transactions for mobile advertising. There a number of insights into the potential of mobile advertising. For example, it is mentioned that turning the mobile digital footprint into a consumer's "declared intent" could be more achievable than other media. Three key features of the mobile as an advertising platform are identified: context, immediacy and personalization. This combination could make the mobile standout compared to other media. It is noted that given enough incentives, people might be willing to accept ads on their phone. I particularly like the idea of contextual or behavioural advertising as noted in the book, which is an important area, I feel. A number of case studies on mobile advertising from around the world makes the book a practical interesting read: including Lenovo, Bluecasting, NTT DoCoMo, AdMob and others! From "mobile ads" to "pervasive ads" would be interesting to watch... The recommendations concerning use of mobile advertising at the end of the book are useful, for those in business or technologists. Finally, the "contextual nirvana" of the mobile is noted, and I quote, "The opportunity to do one-on-one advertising, anytime-anywhere, in any spatiotemporal context is simply too attractive to ignore." The book, I feel, is a useful read, even for researchers.

Seminal Handbook for Mobile Marketing
Chetan Sharma, Joe Herzog and Victor Melfi have provided a comprehensive analysis of the growing field of mobile marketing and advertising--deftly illuminating the refinement of advertising arts from persuading the customer to now engaging the customer wherever, whenever, and whatever they may be doing via their mobile or wireless phone.
As an executive and consultant in the mobile marketing business, I especially liked their engaging tone and educational style which truly separates them from other books which spend too much time on the bits and bytes of mobile technology and fail to take on its complex commercial methods.
Mobile Advertising's extensive review of this developing and lucrative field will supercharge beginners understanding and even polish a professional's perspective.
Setting the stage with an evolution of the advertising business and how its convergence with mobile technology will transform marketing, they take the reader from baby steps to the most current uses and applications of mobile marketing including an entire chapter covering 20 case studies drawn from in-market company experiences around the world--well beyond the now 5 year old scenario of mobile coupon delivery as you walk past a Starbucks. That chapter is worth the cost of the book on its own if you want to learn about this business.
They demonstrate a full command of the complex ecosystem as reflected by their technical diagrams illuminating the magic of mobile, their illuminating business model analyses as well as comparative pricing methods and current levels for mobile advertising. These guys know all the buzz around mobile advertising and show the reader where the biz is. Very valuable for anyone interested in this new medium for mass advertising.

Must read for mobile marketing professionals
Covers the basics, history, and psychology of mobile advertising. He's the guru of mobile advertising and has a great blog too. Highly recommend.

Mobile Advertising: Supercharge Your Brand in The Wireless Market
This is an interesting book about the people who are looking for more detailed information about mobile advertising. Mobile advertising models were also deeply concerned and I strongly recommend the people who are related with the new challenges in advertising .

The book is also clear to understand and get focused therefore I strongly recommend for the people who are involving the digital advertising business. ... Read more

Product Description
Mastering Search Advertising shares insight and professional guidance from an expert Internet marketer on how to launch, manage and improve already-existing pay-per-click campaigns, providing an inside look into a largely undiscovered and exciting industry.Richard Stokes, founder of AdGooroo, a leading search engine intelligence company, has over 15 years of experience in advertising and technology management and includes real-life examples, case studies and charts that reveal not only the basics of creating a pay-per-click campaign, but also break down the intricacies of the process into simple, easy-to-understand steps that will help any business leader focused on achieving a world-class marketing strategy. Successful tactics known only to a handful of elite search marketers are discussed in detail and include specific techniques on how to:Increase search traffic while simultaneously lowering costsConduct keyword researchDetermine the best starting bid prices for new keywordsManage bids without expensive bid management softwareLaunch a new campaignUnderstand the Google quality score algorithmStop throwing your marketing dollars away and learn how to dominate Google AdWords today!"A well researched, truthful, and up-to-date guide for pay-per-click marketers."Mike Mindel, CTO, Wordtracker.com ... Read more

Customer Reviews (14)

5 stars for 1 idea
While this book was filled with good ideas, I have to admit that there was one idea specifically that made me sit up, get the highlighter and mark the page.I wanted to see if this one idea was true.And sure enough I went through a clients reports and found the information from my client was a near exact match to what the author said would be true.And sure enough that one idea, this one "Keyword", was not bringing any where near the value it was costing.

I would love to tell you this simple idea, but I feel the cost of the book and the few hours spent reading are easily recovered and the author deserves the reward of a couple dollars, so I cant bring myself to share this "secret".Buy the book, find your own secrets.....

Not Bad, Not Great
This book was okay. It brings to light some vary basic concepts that were very helpful in refining my current paid search ad campaigns. It also cleared up some questions that I had about paid search ads. The book is a quick easy read and I recomened taking notes while you read it. It might also be a good idea to buy a new copy of the book since the used copy I purchased had a lot of underlined paragraphs in it. You want to be able to do your own marking up in this book. There were 2 down sides to this book. The first is the concept of Coverage. The author of this book talked as if Coverage was the most important thing when it comes to Paid Search Ads and actually, profitable ROI and Conversions are more important to me than Coverage. Any one can spend money in Paid Search Ads, but can they do it and return a profit. Coverage is more important if you a very large company with an unlimited budget and it is essential that you are seen in SERPs all of the time.

The other negative I have about this book is the author's continuous references to his company's software. I got the feeling there were always 3 solutions offered, 1 bad, one okay and then the best option is using a feature in his company's software. It is as if this book was published to promote the company's software.

Mastering Search Advertising
Mastering Search Advertising: How the Top 3% of Search Advertisers Dominate Google AdWords

Rich Stokes has done a very commendable job at outlining the most important and useful parts of Adwords management from a perspective that commands attention. He lays it out here for the marketer or business which may not have their own agency and provides great value.
A good companion work to Perry Marshall, Kirt Christensen and Greg Cesar. Rich presents a wide range of tools that are available as well as his own Adgooroo product in a balanced manner.

Some nice points, light on content, leaves many questions unanswered
The book quickly offers some great strategies and makes some very practical points, but there is not a lot of content and a few examples. Large fonts and big diagrams left me thinking wondering why this wasn't condensed into a pocket size 20 page book. It was a little annoying that throughout the book the author repeatedly pitches his AdWords management product. The strategies described are good and make great sense, but also often assume you're working with an unlimited budget. That said, the book did pay for itself with some helpful suggestions, but I think I'll probably pick up another text for more information.

Good book, but there could be more detail
This is a good book and it has a number of great ideas and I learned a lot reading it. But,I'd like to see more detail on those ideas. For example, the books talks about the right way to set up adgroups, but doesn't talk about the logic behind grouping keywords. ... Read more

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Customer Reviews (4)

STELLAR BOOK
Avid reader here and this is one of the most well written books I have come across in quite awhile. The perspective of the author is multidimensional and fascinating. Not only does the author take you deep into the advertising world but into human nature also. I learned many things about people reading this book.. Hilarious, at times sad and great
all the way through.

Interviews with dozens of the leading names in advertising accompany this excellent report.
AD LAND is the first book to explore the development of advertising from an international perspective rather than the usual regional, domestic focus. As such it is a recommended pick for any college-level business library strong in advertising and marketing history: it considers the origins and trends of modern advertising, providing a history of past ad approaches and their evolution into modern ad innovations. Interviews with dozens of the leading names in advertising accompany this excellent report.

Diane C. Donovan
California Bookwatch

A fascinating look at the history of this wonderful industry
I love advertising. So I naturally love this book. It gives a complete view of it all. You'll meet the white shoe Madison Avenue agencies and the Jewish agency people. You'll meet the British ad people. You'll meet them all.

It starts with the likes of our beloved Claude Hopkins, as it should. From there it goes into more modern agencies. But alas, you'll also learn about an all but forgotten very important advertising venue, the soap opera and how it sold a lot of stuff to a lot of people for a very long time.

If you're in the advertising business, you must read this. This is your industry as it really is and was. If you're a casual reader of anything to do with marketing, read this. You'll love it.

Highly recommended.

Susanna K. Hutcheson, Creative Director
Power Communications LLC

You've Seen the Ads, Now Read the History
"Consumers know exactly what they want.They want it all... They're not remotely confused."Thus said Kevin Roberts, the worldwide CEO of Saatchi and Saatchi, one of the most famous of global advertising firms.But he must feel that even the unconfused consumers need direction, and it is the job of advertisers to give it, although I can't help remembering Lily Tomlin's line that without advertising, people would just wander the aisles of stores purposelessly without doing anything.Roberts was talking to Mark Tungate, a British journalist who specializes in media and advertising, and who has now written _Adland: A Global History of Advertising_ (Kogan Page).You can't get away from advertising, but you don't see what is going on behind all the clever slogans and slick photography, so Tungate's book is a window on a world that is otherwise invisible to us.Everyone who picks up this book will know some of the advertisements described, but because the book is a global assessment, no one will recognize them all.However, there are themes that run through all the states that make up Adland, and smart advertisers will (like smart novelists or smart architects) pay attention to the history of their field described here, and smart consumers will come away with an increased understanding of how advertising does its job.

Advertising agencies all over the world, and throughout advertising history, seem to come in two parts, the creatives and the pragmatists.The creatives are the ones who feel that an artistic (broadly defined, of course) creation inspires the customers to buy.A creative director of a French agency told the author, "Working in advertising is one of the few ways you can be creative and make money at the same time."That is perhaps exaggeration, but advertising has proven a magnet for creative people.Some of them have gotten a start in advertising and gone on to more "legitimate" creativity; Tungate lists as advertising graduates Salman Rushdie, Len Deighton, Sir Ridley Scott, and many others.The pragmatists are eager to sell based on facts, research, and statistics."Advertisers are not spending billions to decorate media," said one agency head who belonged to the pragmatist school, "Their messages are not meant as ornaments."The balance between creativity and pragmatism is different in each agency, or advertising era, or even within nations, but there is a bottom line.Commenting on creative awards (and there is an annual awards ceremony for advertisers in Cannes, of all places), a former agency vice-chairman said, "Creative awards are your report card - they enable you to keep track of how you're doing.But you can't let them become your goal.The best reward is making the cash registers ring."

But there is plenty to be said for a catchy and creative ad, no matter its financial success.Tungate examines the stories behind plenty of the classics (and who cares if they brought in customers?), like the witty one-page, black and white ads for the old Volkswagen beetle, the "We Try Harder" of Avis, the pregnant man campaign for the Health Education Council in England ("Would you be more careful if it was you that got pregnant?"), the "1984" Apple ad broadcast during the Superbowl, the deliberately shocking images of Benetton, and many more.Plenty of these were the ideas of young Turks moving into the advertising game, eager players insistent on making a name for themselves.Over and over again, Tungate shows how these players then eased into more consistent, less risky campaigns and new young Turks took over.Tungate's book is a valiant attempt to keep historic track of the players and the agencies, which swap team members and consolidate at often dizzying paces in these pages.He writes with a genuine appreciation of good advertising, and his jocular journalistic prose is extremely readable.There will always be philosophical and creative shifts in advertising, but a case could be made that the rate of change has never been greater than now.One of the most recent pitches analyzed here, from just last year, was for the Onitsuka Tiger sports shoe, featuring members of the company's staff (dubbed for this performance "The Onitsuka Tiger National Choir") singing a nonsense song.The result was a hit on the Web, and viewers were invited to send in their own karaoke performance of the song to win a pair of shoes.It was neither print nor TV, so the ad was from a completely new world, but it was funny and catchy, so it was also from a classic tradition._Adland_ gives a history to understand the traditions within a bustling and influential business realm.
... Read more

Product Description
This authoritative and comprehensive handbook of successful advertising practices addresses such aspects of the business as: agency operation, creativity, media planning, operations and speciality advertising.

The distinguished contributors reflect a global mix of academic and professional backgrounds, and most chapters - complemented by a few adaptations of classic articles - have been specifically written for this volume. The result is a single `knowledge bank' of theory and practice for advertising students and professionals. ... Read more

Customer Reviews (2)

An International Treasure
John Philip Jones is an international treasure in the advertising business. A 25+ year veteran of J. Walter Thompson Advertising, Jones built some of Thompson's most successful agencies and was responsible for some of their most successful campaigns in Europe and around the globe. When he entered academia, the American Advertising Federation awarded him the 1991 Distinguished Advertising Educator award for his work at Syracuse University. This book is the perfect combination of theoretical excellence and real-world practicality. A MUST read for anyone who wants to make their mark in the advertising business today.

Great food for thought
Reading this book sort of helps you put things you know in the right perspective in addition to giving you valuable insights into our business.It is a MUST read for any advertising professional, especially thoseinvolved in Agency management, client service and media. ... Read more

Product Description
Is your ultimate goal to have more customers come to your Web site? You can increase your Web site traffic by more than 1,000 percent through the expert execution of Pay Per Click Advertising. With PPC advertising you are only drawing highly qualified visitors to your Web site! PPC brings you fast results and you can reach your target audience with the most cost effective method on the Internet today. In this book we show you the secrets of executing a successful, cost-effective campaign. Pay per click, or PPC, is an advertising technique that uses search engines where you can display your text ads throughout the Internet keyed to the type of business you have or the type of products you are promoting. Successful PPC advertising ensures that your text ads reach the right audience while your business only pays for the clicks your ads receive! Master the art and science behind Pay Per Click Advertising in a matter of hours. By investing a few dollars you can easily increase the number of visitors to your Web site and significantly increase sales! Since you only pay when someone actually clicks on your ad, your marketing dollars are being used more effectively and efficiently compared to any other advertising method. The key to success in PPC advertising is to know what you are doing, devise a comprehensive and well-crafted advertising plan, and know the relationships between your Web site, search engines, and PPC advertising campaign methodology. This groundbreaking and exhaustively researched new book will provide everything you need to know to get you started on generating high-volume, high quality leads to your Web site. This new book will teach you the six steps to a successful campaign: Keyword Research, Copy Editing, Setup and Implementation, Bid Management, Performance Analysis, Return on Investment, and Reporting and Avoiding PPC Fraud. In addition, we spent thousands of hours interviewing hundreds of today s most successful PPC masters. This book is a compilation of their secrets and proven successful ideas. Additionally, we give you hundreds of tips and tricks to ensure your Web site is optimized for maximum search engine effectiveness to drive business to your web site and increase sales and profits. ... Read more

Customer Reviews (13)

PPC wasn't the focus...nor was spellcheck
This book offers good insight to those unfamiliar with the online marketing landscape but the title is somewhat misleading. Based on the title, and the big fat "Pay Per Click" on the title, I expected it to focus on PPC marketing.

The topic is lightly discussed at the very beginning and then you'll find yourself halfway through the book before PPC starts to get covered. Even then, the techniques are elementary, which is probably perfect for someone starting out. But the "Ultimate Guide"? I think there is some liberty being taken there.

[...], and while it doesn't really affect the message, it just makes it seem haphazardly edited. I can't knock it too much for this but you expect more from a published book.

Anyhow, for the online marketing beginner or PPC novice, it's a fine introduction into that realm. But for those seeking a true Ultimate Guide, this isn't it. It does have a lot of info regarding PPC but almost half the book is devoted to details that are a stretch to be directly related.

It's kind of like buying the Ultimate Guide to Cooking Lobster only to find that the first half of the book is devoted to cooking pasta. A weak example, perhaps, but I'm trying to use an analogy. :)

Required Reading!!!
The Ultimate Guide to Search Engine Marketing by Bruce C. Brown is a must read for anyone who owns and operates a business in today's technologically advanced world.It is a great resource and a handy reference guide to the mysteries of internet marketing.It explains, in detail, what Search Engine Optimization is and how to make your website visible in search engines via the use of keywords.It contains comprehensive information about marketing your business and products online.While some of the chapters can be quite complex, the author includes screen prints as he walks the reader through the necessary steps to get a website on to the more popular search engines.There is a chapter devoted entirely to fraud, and how to stop your competition from clicking on your ads and burning through your advertising budget - something I didn't even know existed until I read this book. The case studies are helpful in demonstrating the effectiveness of directed pay per click marketing and search engine optimization.After reading this book, you will not only have a clear understanding of how internet advertising and marketing works; you will be able to apply your knowledge and immediately start marketing your business on the internet.

Pay per click
One hundred fifty years ago, businessmen believed that the China market was unlimited. They illustrated its size by claiming that, if they could sell even a single wooden match to every citizen of China, they would make a fortune. Nowadays, the Internet has replaced China as the source of unlimited market opportunity. Bruce C. Brown's The Ultimate Guide to Search Engine Marketing: Pay Per Click Advertising Secrets Revealed tells the reader how to tap into this opportunity and start building a fortune.

Brown cites studies that predict 231 million online users in 2009 spending as much as $3.7 billion. Brown shows readers how to reach those users through various online marketing techniques, in particular through PPC (pay per click) advertising. He details for owners methods for generating traffic, developing marketing strategies, budgeting, building sales, and protecting themselves from fraud. In addition to this information, useful to most business owners interested in generating Internet traffic, the book also operates on another level.

Brown goes into considerable detail on optimizing a web page for search engines and working in detail with Google and Yahoo marketing programs. No doubt, there are individuals who are equally comfortable with web page design and business operations, but it is more likely that a business owner will best use the web page design information to guide their interaction with a programmer. The book closes with case studies and more expert advice from individuals who have been there and done that. Brown has created a thorough guide loaded with a great deal of useful information.

USA Best Books Awards 2007 Business: Marketing & Advertising Winner
The Ultimate Guide to Search Engine Marketing: Pay Per Click Advertising Secrets Revealed was recently selection as aUSA Best Books Awards 2007 Business: Marketing & Advertising Winner:The Ultimate Guide to Search Engine Marketing: Pay Per Click Advertising Secrets Revealed by Bruce C. Brown.

Winner:
The Ultimate Guide to Search Engine Marketing: Pay Per Click Advertising Secrets Revealed by Bruce C. Brown
Atlantic Publishing Company
ISBN: 978-0-910627-99-3

Finalist:
How to Use the Internet to Advertise, Promote, and Market Your Business or Web Site--With Little or No Money by Bruce C. Brown
Atlantic Publishing Company
ISBN: 978-0-910627-57-3

This Book Goes Beyond the Basics!
The Ultimate Guide to Search Engine Marketing: Pay Per Click Advertising Secrets Revealed by Bruce C. Brown is a great book for small business owners and those with small marketing budgets.This comprehensive guide is a wonderful addition to anyone who wants to promote their business online.

The online pay-per-click system may seem complicated with its many ins and outs but with Brown's book, you can implement his ideas with little to no money and do so easily.Each section offers a wealth of information for web marketing and pay-per-click newbies.There are even three separate sections each on how to use Google, Yahoo and Microsoft alone!The concepts are simple and the history of online marketing gives one a helpful background in getting started.Brown teaches you how to create a budget, devise a marketing strategy of your own and work from there.This book is a good resource with its handy checklists, helpful glossary of terms and sections on writing your own press releases and even detecting fraud in the online marketing world.

`The Ultimate Guide' gives detailed plans and goes far beyond the basics of PPC marketing.With Brown's guide, you will learn the difference between the internet marketing practices and be armed and ready to get your business out there. What I loved the most was that names, internet addresses and links are all right here in this book!Brown includes so much information and guidance that there is even a section about how much time you can expect to spend depending on the success outcome level you are looking for.There are a variety of links and resources all at your fingertips in this book. It is detailed, well laid out and incredibly helpful to anyone who is looking for a new way to advertise their business and get beyond the first round of search engine success.
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Product Description
Profitable ideas and techniques for advertising on Facebook

Tap into the explosive growth of social media and reach your customers with effective Facebook advertising campaigns and savvy insights into how to use this social media phenomenon effectively. It’s all here and more in this detailed, easy-to-follow guide from two award-winning marketers. You'll learn what makes a good Facebook ad, how to apply the latest strategies and tactics for effective pay-per-click and cost-per-impression advertising, how to test your ad results, and much more.

• Explores Facebook advertising inside and out; there are now more than 400 million active Facebook users and over 1.6 million active Pages on Facebook
• Works as an all-around, hands-on guide for both experienced and new Facebook advertisers
• Walks you through planning and creating an advertising campaign
• Explains writing effective ad copy, how to use landing pages, and how to test and optimize your ads
• Shows you how to use Facebook Insights to understand your results and how to create reports that analyze data

Put your company's best face forward with the sound advertising tips and techniques in Facebook Advertising For Dummies. ... Read more

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Customer Reviews (2)

Great Book, But is this new edition any different?
The original edition (2006) of this book is great--the single best volume I've read on Google advertising tools. I learned a tremendous amount about the concepts of Adsense and Adwords and quite a bit about how Google works (or how it worked at the time). So based on the earlier edition, I think that almost any page in this book is worth the cover price. But there's nothing that I see in this description of the updated edition (other than "2nd Edition" on the cover) that tells me if anything new has been added. Harold Davis is quite a good and extremely prolific writer and I'd be surprised if he just repackaged the old book (especially since the publisher didn't even update the cover), but the publisher ought to be hawking any updates and they're not--which makes me think, same old, same old. Google changes too fast to not update this book once a year and it was such a fine effort to begin with, I'd hate for it to seem stale to anyone.

Still, if you are new to either buying Adwords or trying to make money from Adsense ads, you will absolutely not regret owning this book. There is a ton of practical and in-depth information in this book and it's exceedingly well written--I'd just like to know if I am spending money on a book I already own. I recently updated one of my books The NEW Joy of Digital Photography and trust me, we spent nine hard months working on it--hundreds of new photos and tens of thousands of new words. I barely recognize them as being the same book. So I hope the publisher of this book will step up with a new description.

And by the way, despite all of my hard work and long hours, despite reading dozens of books, I still make barely anything from Adsense ads...which I'm sure is nobody's fault but my own, but if anyone has any good books to suggest, I'm eager to read more on this topic and on SEO in general.

Get the traffic to your site
Anyone who is serious about making an Internet business a success story truly needs to understand the methodology and benefits of using Google's AdSense, AdWords, and the Google APIs.Today's Internet world is full of competition that will crush anyone who thinks that simply making a Web site or Web-store will bring customers.

//Google Advertising Tools// takes the businessperson on a very thorough and well-explained tour of how to position your business with AdWords, how to make use of the moneymaking potential available through AdSense, and into more in-depth discussions for creating an effective Internet marketing plan. The authors also explain search engine optimization (SEO) and how to track your results with meaningful data.

This up-to-date instruction manual does make the assumption that the reader understands the fundamentals required to create a Web site and/or the person works closely with a Webmaster.To take full advantage of this book, you will need to be able to publish changes to your Web pages and modify some HTML code.

This book is a must have for those who are passionate about their online business and are willing to put the time and effort required to get the right kind of traffic to their site.

Reviewed by Doreen Erhardt ... Read more

Product Description
Don't miss the new updated edition of the complete guide to the creative processes behind successful advertising design.

The second edition of Advertising by Design has been developed and greatly expanded. Sill the most comprehensive text on creative concept generation and designing for advertising, the book includes a number of features that make it an effective tool for instructors, students, or anyone interested in this field. This includes a practical approach to generating and designing creative integrated-media advertising for brands, organizations, and causes that encompasses brand-building through engagement, community building, added value, and entertainment.

Fully supplemented with interviews from esteemed creative directors, along with real-world examples, Advertising by Design is both a perfect text for courses that incorporate advertising concepts and design, and a valuable reference for anyone interested in the creative side of advertising.

"While the blank piece of paper is exciting, it can also be a very scary place. Robin Landa has created a valuable tool for jump-starting the creative process across all platforms. This book is a must-read for beginners and seasoned veterans."
-- Paul Renner, EVP Group Creative Director, Arnold Worldwide, Boston

"This is still the quintessential, step-by-step textbook for anyone interested in learning or teaching the fundamentals of advertising."
-- Alan Rado, IADT/Harrington College of Design

"The most enlightening textbook on advertising I've ever seen. A must-read for any student of the ad biz."
-- Drew Neisser, CEO, Renegade

"So perfect for a creative strategist, transformational world. Very few books get it right about the evolution of creative. This one does, from strategy to storytelling to multiple media solutions. And it's still all about doing beautiful work."
-- Deborah Morrison, Chambers Distinguished Professor of Advertising, University of Oregon ... Read more

Product Description
Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. Drawing on their extensive experience in the field, the authors follow the logical progression of the account-planning task from start to finish, including understanding the customer, defining the target market, defining the benefit, brand positioning, the creative brief, and measuring success. ... Read more

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A McGraw-Hill Advertising Classic

A Technique for Producing Ideas reveals a simple, sensible idea-generation methodology that has stood the test of time.

First presented to students in 1939, published in 1965, and now reissued for a new generation of advertising professionals and others looking to jump-start their creative juices, this powerful guide details a five-step process for gathering information, stimulating imagination, and recombining old elements into dramatic new ideas. ... Read more

Customer Reviews (27)

Short but true
This book is a very short introduction to what ideas are all about,
it does not tell you a lot, rather just the essentials for creativity,
the steps to follow are true, you just need to realise what they are

Very Limited in Scope.
A short book like this deserves a short review. This book is less about technique and more about procedure. Young's most important point is that new ideas come about through making connections with other disparate ones. Apart from that the book reads more like an ad man's notebook and is very dated. Historically interesting but of limited use.

Required Reading
A Technique for Producing Ideas should be required reading in schools because it teaches a process for thinking.Anyone could benefit from knowing how to organize what they see, read and experience through this process to develop ideas they can use in life and business.

How to Create One Idea After Another
This is a handy little book.And I do mean 'little'.Weighing in at under 50 pages, they saved some forests with this one.

It can be digested in one sitting, actually in one cup of coffee (or green tea, etc.)But with our attention-fractured society, maybe that's a good thing.

What's most important, though, is that the author completely laid out his technique in the allotted space.And it works.

I'm a writer who has never been saddled with writer's block (hang on, just need some wood to knock on - OK), but it turns out I've been inherently using this technique for a long time.

In fact, some of what Mr. Young describes is an encapsulated, Reader's Digest-version of the same things explained in Psycho-Cybernetics by Maxwell Maltz and The Power of Your Subconscious Mind by Joseph Murphy.

If you'd like the complete manual on how to communicate with your subconscious in order to improve any aspect of your life, then definitely check out those deluxe models of this technique.

In the meantime, if you simply want a quick blueprint which allows you to crank out ideas for your creative projects, this little gem will work wonders for you.

A Mere Outline of Common Idea Producing Themes
There are common themes among idea producing books that cover all aspects of developing the necessary state of mind to produce valuable ideas.Young covers the basics in this book but offers little else.At best this book represents an outline of the common themes, and at worst is it a 20 page book stretched into 47 pages (very large font, small book, less than 20 lines per page - likely 15-20 pages for standard sizes).

I rate this book as a two instead of a one as it does momentarily capture the essence of idea production in the following statements:

"An idea is nothing more nor less than a new combination of old elements."

"The capacity to bring old elements into new combinations depends largely on the ability to see relationships."

"The habit of the mind which leads to a search for relationships between facts becomes the highest importance of the production of ideas."

Beyond these quotes the book encompasses little else other than a three page chapter about taking action.I sincerely believe that if you understand the above quotations as well as the notion that once you have the idea, you have to actually use the idea for it to have value, then you already know everything this book has to offer.

I highly recommend much better material on the subject found in "How to Get Ideas" by Jack Foster; a book that will not disappoint you as it is laced with real world examples, applications, and exercises to produce countless ideas.
... Read more

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Examining political campaigns and political advertising through the analytical lens of media literacy, this well-illustrated and timely handbook guides readers through the maze of blandishments and spin that is the hallmark of the modern political campaign. It dissects the persuasive strategies embedded in the political messages we encounter every day in the media and demonstrates the importance of critical thinking in evaluating media stories. Key concepts of media literacy are applied to political advertising in traditional media (newspapers, television, radio) and on the Internet, the new frontier of the political advertising wars. Dealing with blogs, social networking, user-generated Web sites, and other electronic formats familiar to young voters, this lively introduction to the new world of political messaging appeals to readers' affinity for visual learning as well as their ability to discern messages in text.

Unique in applying media literacy concepts to the political context while directly addressing students and general readers, this book not only explains but graphically demonstrates both established techniques of political framing and the new avenues of persuasion being pioneered in digital media. It will also interest viewers who like their political news in traditional media but unconventional formats.

Customer Reviews (3)

An excellent guide to political communications
This is an excellent, easy-to-understand, well-illustrated book on political communications. There are clear definitions, and excellent examples given to show how consultants, media manipulators, advertising and marketing specialists, and politicians interact to create effective political ads. There are also excellent chapters on visual literacy and photographs, radio, and television. Statistics and polling data are used well, with clear charts and graphs presented.

A highly recommended addition to academic and community library Political Science reference collections
Politics and the media have been inseparable from the founding of our country down to the present day. In the colonial era media came in the form of local newspapers and printed broadsheet tacked up on bulletin boards and distributed by hand. Today media has evolved into the cybernetic world of the internet. In order to understand how the American political system works it is necessary to understand the fundamentally central role that media plays in all its various forms. That's where "Political Campaigns And Political Advertising: A Media Literacy Guide" by Frank W. Baker (a professional media consultant and the webmaster of Media Literacy Clearinghouse) proves to be such a highly recommended addition to academic and community library Political Science reference collections. "Political Campaigns And Political Advertising" begins by defining the term 'media literacy', the concepts of propaganda and 'spin', the role of media consultants, the media categories of photography, radio, television, political advertising, campaign event analysis, and the new internet media applications and technologies. Of special note is the chapter focused on 'Trying to Fix the Money Problem in Elections'. Enhanced with the inclusion of a glossary, a resources list, and an index, "Political Campaigns And Political Advertising" is especially commended to the attention of the non-specialist general reader with an interest in the role media plays in American politics today.

Research and Reference Book News (August 2009)
"Baker, a media literacy consultant and author, has written this media literacy guide for general readers who want more critical insight into propaganda and spin, political advertising and the role of new media technologies in election campaigns. The author uses clear and easy-to-understand language to examine and interpret the content of media messages in print, image and multimedia forms in an objective manner. The author supplies both a timeline of the history of media in politics from 1913 to the present and a glossary of political and media terms." ... Read more

Product Description
726 Pages in quality colored glossy paper. ... Read more

Product Description

Every day, print and online trade magazines and news sources tout developments in online advertising, branding, and marketing. Seismic shifts in the industry—like major advertisers setting up shop in Second Life and other alternate realities—have forced marketers and advertisers, ready or not, to employ new advertising models. But the potholes for advertisers using Web 2.0 are many, and missteps by companies that don't understand the new rules of the game guarantee lost time and money ill spent. Advertising 2.0 ensures that readers understand the advertising options possible in the Web 2.0 environment, provides examples of companies using these options, and offers guidelines for their application.

Advertising 2.0 goes way beyond running banner ads on Web sites and explores the rapidly burgeoning world of social media marketing. Among other things, expert Tracy L. Tuten covers viral marketing, doing online research, advertising within online games, and leveraging online opinions to increase sales or grow a brand. She also describes—way out on the leading edge and sure to turn conventional advertising on its head—how smart marketers let consumers generate ad content for products and brands. While the trade press frequently publishes news of companies using innovative communications techniques, there are hardly any books telling people how to take the plunge into the newest forms of advertising. Advertising 2.0 presents the current state of online advertising, and best practices for using techniques like consumer-generated advertising, social networking, online product reviews, viral video, Second Life, alternate reality games, and more. It also includes case studies and examples of successes and mistakes. Companies and brands featured include Nine Inch Nails, Audi, 42 Entertainment, MySpace, YouTube, Dogster, Vodaphone, Leo Burnett, and others. Best, each method described includes guidelines for getting the most out of the technique, thereby letting advertisers cut through the clutter to touch the hearts of customers worldwide.

Customer Reviews (4)

Tuten is some one to keep on your radar
This a smart book by a very smart author.Though it'sbeen years since I was in college, I appreciate her approach which lays out the how and why of social media and how marketers can use it to sell products, services and causes. If you are looking for a text to help you understand how social media marketing has evolved then get this book.Living through media changes doesn't mean you'll understand what has been happening. This book will give the answers to many of your questions.

A Complex overview of Web 2.0
I did not resonate with this book. It is not a "how to" guide, but rather a textbook. Far too intellectual take on Web 2.0, but that's just my opinion.

From the back cover of the book:
"Every day, print and online trade magazines and news sources tout developments in online advertising, branding, and marketing. Seismic shifts in the industry have forced marketers and advertisers, ready or not, to employ new advertising models. But the potholes for advertisers using Web 2.0 are many, and missteps by companies that don't understand the new rules of the game guarantee lost time and money ill spent. Advertising 2.0 ensures that readers understand the advertising options possible in the Web 2.0 environment, provide examples of companies using these options, and offers guidelines for their application."

A Must Read
Dr. Tuten's accessible writing style makes it easy for me to recommend her book to anyone wanting to know about social media marketing.

Go ahead and grab a copy
Informative, but better yet Dr. Tuten's great writing style makes soaking up the information pleasant.Great `real world' examples show that this is not just an academic exercise.She also tackles those yucky metrics that have plagued us since the dawn of this new medium.Bottom line, if you're reading this, you have pre-screened yourself for what this book provides, go ahead and grab a copy. ... Read more

Product Description
If you are an aspiring or professional photographer looking to break into advertising, "Advertising Photography: A Straightforward Guide to a Complex Industry" will provide you with an honest and uncensored look at this highly competitive and lucrative business. While working in the advertising photography industry can be glamorous and financially rewarding, it can also be intimidating and difficult to break into, requiring networking savvy, financial know-how, and marketing and business skills on top of photographic talent. Advertising Photography strips away the glitz and presents a candid and complete picture with solid advice to newcomers. You?ll learn how to get your business started, including writing a business strategy, successfully negotiating a bid, what to expect during the shoot, post production and delivery tips, and how to properly invoice your clients. The book explores several business management styles supported by the real-world experiences of veteran advertising photographers, illustrated with stunning full-color images of the work that got them where they are today. By examining the methods and strategies used by those who have already made it in the industry, you'll learn smart business practices to apply to your own work, giving you time to focus on the creative aspects of your craft, which is what will ultimately lead you to a successful advertising photography career.Learn from the experiences?good and bad?of those who have been there! -Practical how-to tips, information, and examples from each of the top genres -Learn how to get your business started, including writing a business strategy, licensing and copyright information, creating branding for websites and portfolios, insurance and legal issues, and more -Essential industry resources for estimating and invoicing software, professional organizations, marketing services, and creative consultants ... Read more

Customer Reviews (26)

A wonderful resource
This book is exactly what I needed to help launch my photography career.Thank you Lou for putting it all out there and making it less scary and more realistic.

A timesaver book for your photographer carrer.
There are many aspects of photography that have nothing to do with a camera, but with meetings, knowing how to sell your work, how to behave in a specific situation or some inferences and personal interpetations you have to do yourself while working day by day. These aspects are written nowhere and you, as a freelence, have nothing to compare with. This book focuses on all these aspects learnt from experience and past mistakes with clairty anda lot of SINCERITY, a virtue not very common in the world of the experienced photographers. Most of the topics covered in this book are useful in many other specialities of photography, not only in advertising.

A book that will save you a lot of time if you want to become a full time professional.

Love this.
Love this.Hands down the best stuff I've read on the subject.To those who are breaking into shooting ads, the ad world seems like an impenetrable fortress. Lou takes you on a tour of the inside and give you a glimpse of the big picture.

Great Overview and Introduction to the Industry
Lou does an excellent job of relating the ups and downs of an incredibly difficult and competitive industry. His candid and straightforward writing lays it all out on the table for you to take for what it is. While the book doesn't go into great depth on any one topic, he does cover most of the essential steps involved in a project (estimating/bidding, pre- and post-production, handling business affairs, etc.). Recommended.

Brilliant, straightforward and witty!
I consider myself a semi-professional photographer. This book, written by Lou lesko, is a book I could highly recommend to any fellow photographer. Youll learn a lot about how to survive in the business of commercial photography, and what pitfalls to avoid. Lou Lesko tells it as it is, straightforward and insightful. ... Read more

Product Description
The days when branders could consult a stayed formula again and again to reach their consumer are over. In the digital communications agebranders reluctant to embrace this new cultural landscape run the risk of becoming obsolete overnight. Big companies no longer dominate the public's consciousness by default; converselysmall companies who think big now have the opportunity to be key players. Tom Himpe presents 18 new mantras for advertisingcommunicationsand business in general to both overcome new obstacles and exploit new opportunities. His mantras are brought to life with 150 exemplary campaigns from companies big and smallall across the world. ... Read more

Customer Reviews (2)

Modus operandi of branding-through-advertising
Identifying and analyzing the modus operandi of branding-through-advertising is truly a daunting task. Tom Himpe's book is concerned exclusively with advertising campaigns that really work. I want to emphasize a simple, yet often neglected fact that advertising should be considered effective only when it influences consumer purchasing behavior.
"A picture is worth a thousand words" is surely a conspicuous phrase, yet Himpe's book elevates it by presenting an impressive illustrated volume packed with valuable information for advertising and branding professionals.

Relevant!
Advertising and Marketing are what I do for a living-- and honestly, it's not easy to impress me.It's rare to see something that's truly original.This book does a phenomenal job of detailing campaigns that have not only been original, but fresh, relevant and most importantly-- effective.I'm not a big coffee-table book person, but for me, I would put this one out.And pick it up often. Buy it. ... Read more

Product Description
“Looking to create somefresh visuals? [Advertising] isyour ticket to inspiration.”—Dynamic GraphicsAdvertisers are engaged in a constant search for new ways to grab theinterest and appetites of consumers. Often they use words to provokeinterest, but just as frequently they use eye-fooling images to pullviewers up short and force them to look again. The second look isthe key to a successful piece of communication, and images thatelicit that reaction are an indispensable trick of the advertising trade.

Uwe Stoklossa knows the secrets behind that second glance. Heshares the knowledge here in hundreds of examples of ads he hascollected from around the world, and in his intriguing essays on perception,optical tricks, and illusion. This book will arm you with amyriad of new techniques for visual seduction and will act as a springboardfor a host of new concepts. It’ s a source of ideas and inspirationfor anyone involved in advertising or the business of communication. 500+ color illustrations ... Read more

Customer Reviews (1)

suprisingly informative
despite the other advertising books that i read that don't explain mach about the way and more of the add, this book is suprisingly informative, while categorise the chapters bysubject and is realy easy to review and learn. non-the-less, the add's are very good and interesting. ... Read more

Product Description
This book focuses on the history and development of outdoor advertising since the beginning of the nineteenth century. The author examines the rise of ‘commercial art’, the development of advertising as a discipline and an industry and the role it plays in modern life, also making direct reference to examples of successful advertising campaigns. Specific chapters feature such diverse subjects as: the ‘rules’ of the poster and the demands of outdoors; the development of a brand identity; the relationship of text and image; the case for wit and humour; and the future of the poster in multimedia campaigns. ... Read more

Product Description
Victoria's Secret and Calvin Klein are brand names practically synonymous with sexually suggestive advertising. Considering their high public profile and huge profits, anyone can see that sex sells. Despite polls indicating that the public would like to see less sex in advertising, Americans don's mean what they say. They continue to respond to the lure of provocative marketing and, most important to business, they buy. Knowing this, more and more advertisers are testing the limits of public taste in the highly competitive battle to capture the consumer's attention.

All of this is well documented in Tom Reichert's profusely illustrated book, THE EROTIC HISTORY OF ADVERTISING. As Reichert amply demonstrates, the use of sex in advertising is far from being a recent fad. As long ago as the 1880s, Duke Cigarettes enclosed in their packs--not baseball cards--but similar small cards showing scantily clad "women of the stage," which encouraged purchasers to keep buying to complete the whole set. In the 1920s Woodbury soap became the market leader largely through ads with images of romantic situations and claims that Woodbury soap made a woman's skin irresistible to the touch. In the 1930s White Owl cigars had great success in marketing through ads showing attractive couples locked in a passionate kiss, suggesting that only White Owls left the breath smelling pleasant. Warner Lambert capitalized on the same kind of imagery for decades to connect Listerine mouthwash with romantic success.

With numerous illustrations showing many erotic ads--some campy, some esthetically elegant, some homoerotic--that push the boundaries of sexuality and taste from over a century of product marketing, Reichert not only tracks the history of sex in advertising but also explores the many factors that make the link between sex and our consumer culture so successful. Among other things, he considers the range of salacious imagery, from mildly suggestive to the use of outright nudity; the emotional impact of sexy ads; the influence of sex on brand recognition; what works and what doesn't; the differences between male and female responses; and the possible harms of using sex in advertising, especially in regard to young audiences and the perpetuation of female stereotypes.

This thoughtful, enjoyable, and fascinating look into the world of advertising--from the late 1800s to the most erotic ads of today--will appeal both to media-savvy consumers and aficionados of pop culture. ... Read more

Customer Reviews (2)

Great Resource for Marketers
I bought this awhile back and found it to be interesting. I used it as the base for a college paper. Advertising today holds nothing to the raciness of the 50's and 60's. Back then they were subtle and clever. Today we are too blatant.

Great book and definitly worth the buy. But kindle readers may find it not as intriguing without the clear bold pictures

Fun and enlightening
If you think advertising has recently become too risque, this is the book for you.Reichert has dug up some amazing examples from the last 150 years to prove that sex has always sold.It's a fun, easy read, and you'll learn something as you enjoy looking at what people considered sexy a century ago. ... Read more