Product Description
A complete guide to the process behind effective advertising design

Advertising by Design is a brilliantly accessible approach to the creative process behind effective, memorable advertising. Written specifically for design students, this full-color text provides a highly illustrative, behind-the-scenes look at developing successful ads for a variety of media--including print, television, online, and guerrilla advertisements--empowering students to find creative solutions.

Advertising by Design encourages students to push past the obvious design choices to find the big idea! Dozens of celebrated ad campaigns demonstrate such concepts as the visual and verbal relationship, visual metaphors, creating unified campaigns, and many others. Fully supplemented with interviews from esteemed creative directors and chapters on developing imaginative ideas, copywriting, and advertising history, Advertising by Design is a perfect text for beginning and intermediate advertising design courses and core courses in all visual communications programs that incorporate advertising concepts and design strategies. ... Read more

Customer Reviews (6)

More modern and useful
I have many advertising books that sit uselessly on my shelf. This isn't one of them.

Too often, ad books discuss ancient history. Yes, they were highly influential, but I don't need to know what used to work back in the 1950's.

This book is filled with modern examples with clear elaborations on what works. This is definitely a good buy for art directors.

It's alright
It has great images that really explain the text. It is an easy read, the author gives a good tone. It doesn't have much information on actual advertising research strategy, the back up support to the ad. I think that needs to be elaborated for students to understand it better.

Great book, even better for copywriters!!
This book's just fantastic to jumpstart and dive into advertising creative process! no matter if you're a student or seasoned adman, this book will reveal lots of insights about design as an important aspect in the creation of successful, punchy advertising.

Being a copywriter myself, i can't stress enough the need to think visually, and this book encourages the reader to solve communication problems with images - very important for this fast-moving, can't-read-long-copy, sorry market...and this book gives you all the tools you need to start.

Definitely a must have in a proffessor's top 10 shelf. Thanks, Mrs. Landa....you nailed it!

D. Bohorquez
S. America

Great starter for aspiring art directors.
I'm an advertising professor, and I've used Landa's "Advertising by Design" for three different classes when teaching an Introduction to Advertising Design course.

The book is clearly written, organized well and rich in contemporary examples. Landa does a good job of discussing the problem-solving aspects of the art director's daily grind. And she very quickly establishes that there is a significant difference between graphic design and advertising design.

In her next edition, I'd like to see a section dedicated to ideation, perhaps talking about SCAMPER, non-linear brainstorming and other tools to help the student develop a good conceptual foundation. But, overall, I would recommend this book without reservation.

So helpful!
Finally a book about advertising that helps the reader understand how to develop relevant concepts as well as design!There are so many great examples of concept categories and so much excellent info on how-to create a cohesive campaign. The info on guerilla advertising and TV is very helpful. ... Read more

Product Description
For more than a decade Juergen Teller has worked with Marc Jacobs on the advertising campaigns for each of the Men's and Women's Marc Jacobs collections, Marc by Marc Accessories and perfume lines. Teller's idiosyncratic visual style and use of unusual models has been instrumental in establishing what has become one of the preeminent fashion brands of our times. Reflecting the intelligence and individuality of the Marc Jacobs brand, the models have included Sofia Coppola, Charlotte Rampling, Meg White, Kim Gordon and Thurston Moore, Michael Stipe, Rufus Wainwright, Harmony Korine, Cindy Sherman, William Eggleston, Samantha Morton, Winona Ryder, Roni Horn, Victoria Beckham and Teller himself, among many others.
This volume brings together a selection of images from all the campaigns to create a single collection that marks the significance of this collaboration in both fashion and visual culture.
Photographer Juergen Teller was born in Erlangen, Germany in 1964 and has lived in London since 1986. His work in book, magazine and exhibition form is marked by an intriguing refusal to separate his commercial fashion pictures from his more autobiographical uncommissioned work. Teller's photographs have been published in influential international publications such as W Magazine, i-D and Purple and have been the subject of solo exhibitions at The Photographers' Gallery in London and the Fondation Cartier Pour l'art Contemporain in Paris. In 2003 Teller was awarded the Citibank Prize and in 2007 he was one of five artists to represent Ukraine in the 52nd Venice Biennale.
Marc Jacobs was born in New York City in 1963. He graduated from Parsons School of Design in 1984 with many of the school's highest honors, including Design Student of the Year. In 1986 he designed his first collection under the Marc Jacobs label and in 1997 he became Artistic Director of Louis Vuitton. Marc Jacobs International, LLC has expanded to include more than 50 stores worldwide. Jacobs splits his time between New York and Paris. ... Read more

Customer Reviews (3)

Teller is a genius!
Teller is a genius and his Marc Jacobs ads are just a view into his quirky world.I highly recommend this book....if you can get a copy!

Five Stars
This is an amazing book that is very large and very thick in number of pages. This is some of the best Juergen Teller photographs and this book feels like a work of art. The book cover does not look like the image Amazon shows and the image they show is an odd choice since it's not representative of the majority of pictures inside. Well worth the price of admission.

Five Stars
It's only June 2nd of 2009 right now but I'm pretty sure this will be on my top 10 list of photography books for the year. It's large, thick, and filled with color photos by Teller. All the pages are matte finish with a spot varnish over the images. Production-wise this is top of the line. The image selection is what you'd expect from Teller and some of the models include Kate Moss, Rufus Wainwright and Cindy Sherman. I usually only look at fashion-oriented books in the store but rarely buy them... but this was an easy exception. Highly recommended. P.S.: this book is around 576 pages, Amazon currently lists it at 256 pages, and the image shown is not how the book cover looks. ... Read more

Product Description
CREATIVE STRATEGY IN ADVERTISING provides everything you need to be successful as an advertising professional in today's fast-changing media environment. Focusing on the idea that good advertising always starts with an understanding of people and an awareness of their needs, the text advances through the creative process step by step. It focuses first on the creative person, and then on strategy and problem solving. Complementing expert instruction with extensive examples of layouts and ad copy, this book gives you all the necessary tools to create winning advertising strategies. ... Read more

Customer Reviews (6)

Accurate Description--little late.
It took longer than my other books to arrive but when it did it was in used condition as description said. Sastified overall.

Poor service
This was the second time I had to purchase this book because the seller never shipped it the first time.

A Necessary Resource for Communication, Advertising, PR, and Layout Design Majors!!!
I have had much success with this book.My professor is the editor of a widely read prestigious magazine, and she truly believes in this text.Our class has welcomed many guest speakers in the fields of Advertising, PR, and Design who all reviewed this text and found its contents to support what they practice in their professional work.
It does have some content that is slightly outdated, but with such rapid upgrades in software, this is expected. This will be one book from college I will not likely sell back!

It's a Keeper
I am a first year advertising student at Georgian College, Canada and we used this book for our copywriting class.Our teacher reccomended we keep it for future reference and that is what I will definetly do.This book was very easy to read and informative.

new edition out
NOT A REVIEW.The 7th edition of this book is out (August 2000) ... Read more

Product Description

The second in The Internet Escort's Handbook series, this covers all aspects of advertising and marketing online.

Customer Reviews (2)

Tons of information in a super smooth read
Imagine being fascinated by a certain type of secretive, specialized job you previously knew very little about.Misinformation is prevalent yet real, detailed, honest information hard to come by.

Then imagine your new best friend turns out to work in this very field.And she sits you down and explains everything you could ever want to know about certain aspects of it, in the simplest language possible, yet without oversimplifying anything.She then offers to train you, with perfectly laid out detailed instruction, packed with vital, relevant information gleaned from her many years of personal experience.This includes valuable technical know-how taught in such a way that even the least tech-savvy person could grasp it.When she's done, not only is your curiosity completely satisfied, you feel totally prepared to launch confidently into the career yourself.

That's how you'll probably feel after reading this.I could hardly believe it was a 400 page "How To" manual because it was such an interesting, smooth and easy read.It was like having a long, fascinating lunch with my new best friend and colleague.

A Book You Dont Want To Miss!
The second book in this series which takes a very practical approach to Advertising and Marketing oneself in the adult internet industry was such a joy to read. Each chapter is well thought out, easy to follow and clear and in depth when taking a look at current issues in internet based escorting. Both a fun read for those who are simply interested in this industry or for those wishing to pursue a career as an internet escort, Amanda Brooks has written a very current in content yet fun book which really should be added to your own collection at home! ... Read more

Product Description
This bestselling text offers a new synthesis of literature, theory, practice, and research in advertising and promotion. It brings together the managerial focus of advertising and agency operations with a consumer cultural focus on the social and ethical role of advertising. The Second Edition provides a stronger focus on integrated marketing communications and the promotional mix, more coverage of e-marketing and social media, and a focus on the implications for advertising of the continuing changes in the media infrastructure and the new media funding models emerging. Packed with case studies and first-hand examples gathered from leading international advertising agencies, Chris Hackley succeeds in providing a lively and stimulating introduction to the rapidly evolving advertising environment. ... Read more

Product Description
The most comprehensive overview of advertising design strategies on the market today!

* Best-selling design author has unique philosophy and expertise
* 1,500 full-color illustrations showcase outstanding advertising design from around the world
* Unique comparisons of print, web, TV, and other campaigns--which techniques work best?
* Ideas for forging corporate identity through advertising

This unique, comprehensive overview of advertising design strategies, written by a best-selling, award-winning designer, will help students and professionals in advertising, design, and typography understand and use persuasive visual messaging. Design principles such as unity, contrast, hierarchy, dominance, scale, abstraction, and type and image relationships are covered in depth. Readers will also learn how print design compares to television, web, and interactive design, and how to apply each style to create persuasive designs. The extensive section on typography offers essential information on how readers perceive type, typographic history, principles, and practice. Helpful appendices include an extensive glossary, bibliography, and art director’s checklist. Complete with more than 1,500 examples and illustrations of outstanding advertising design from around the world, Advertising Design and Typography is a groundbreaking book that will train the reader’s mind to! see more accurately and more critically--ultimately changing the way designers think and develop visual ideas. ... Read more

Customer Reviews (7)

A Must Have for Your Design Book Collection
I'm a graphic designer and art history major. I was personally recommended by one of my academic advisors to get this book to inspire me during this one year of brain block. This book inspired me and got me back on track. Whenever I am struggling with an idea, I go back to my book collection and review through some books and an idea pops up! Excellent book to keep!

A decent intro to advertising
This book, ostensibly an instructive text, is coffee-table worthy for its extensive full-color illustrations. Well over a century of advertising is presented, and- although the book should not be regarded as a historical treatment of the subject- a good perspective can be gained on the current state of the art by tracing the evolution of ads from early handbills to today's glossy magazine spreads.

In addition to the main text and accompanying illustrations, the margins are generously peppered with pithy quotes from important figures within the ad industry. This book is very much aimed at the reader as a creative professional (as opposed to books that focus on, e.g., the art of typesetting or the science of color). The tone of the book is authoritative but informal; the author often uses real-world examples to illustrate why a certain thing is important or why a certain thing is to be avoided while creating an art package. The book leads the reader through a realistic presentation of the required skills and expected duties of people working in the ad industry, whether in the capacity of art director, graphic designer, copy writer, or administrator.

A random sample from the table of contents:
-The Unique Selling Proposition
-How to be seen in noisiness
-What makes readers respond
-The three design elements
-Internal and external structure
-Hierarchy: Three levels of type

I can't review this book without making two criticisms (one large, one small):

1. The book's layout makes it frustrating to read. The body text is surrounded on all sides by illustrations, captions, and charts that draw the eye immediately away from the center of the page. The result is that I would scan the entire two page spread before actually reading the text; I was left choosing to either read captions without understanding why or trying to read the main paragraphs while my eyes wandered at each line break. It may sound like a small matter, but for a 200-page book it was a trial of my patience.

2. There were a surprising number of misspelled words and typos for a book about design and typography. Again, it may sound like a small matter, but it is jarring to parse a sentence several times to figure out what it was supposed to mean (especially considering criticism #1).



All told, this would be a good campanion book for a degree program or a good introduction for someone getting started in the business. It is clear that the author comes from a teaching background, and the information is well-ordered and clear. This is definitely a book that I will keep close to my workstation.

I'm only on Chapter 2...
I'm a graphic design student who was assigned this book for an Advertising Design class. I'm only into Chapter 2 and already know how much this book has to offer. I have told people that this is my favorite academic book of all time. Each full-color page offers designs, comments, and knowledge. I'm very impressed and will continue to read this book to learn - and for fun!

With your Ayer number one, text wrap the intitial caps and hang the punctuation
If you understood my headline maybe you don't need this book as you've probably reached a level of deep typographic and design awareness but if your not quite sure then this fascinating title is well worth buying.

Every year there are several new books on design published and I tend to group them in two categories: over-designed with images afloat in a sea of white page space and (most annoyingly) small text type and even smaller captions so you can only read the book in sunlight, the other category includes books with good, solid, editorial perspectives that get to grips with the subject matter and present design concepts: practical and theoretical, with clarity in a well designed format.I think Alex White's book definitely falls into the latter group.

With 1500 plus illustrations the book is the opposite of those titles that seem to think that just a few large images will do.Nearly every spread has fourteen lines of text, either side of the gutter with the illustrations making a border round them.This main text sets out ad design concepts and the images show practical examples.Fortunately all the illustrative material is captioned.I did notice though, that on a few pages, with so many ad reproductions, some are too small to take in the point being made about the headline or design.

The three ad sections: Strategies; Design; Typography basically cover print advertising and there is a short overview of billboards, TV, radio and web design.The section that really interested me was Typography.In sixty-five pages White packs in a remarkable amount of type knowledge, so much, in fact, that on first reading you'll probably miss a lot.For instance, on page 169, there is an ad by the great designer Herb Lubalin and next to it the same ad with a couple of vertical red lines added to show how Lubalin optically lined up the stacked headline.Page 198 has block of display text and on 199 the same text is vastly improved by using nine examples of typographic finesse.This sort of content is very typical of the practical ideas and suggestions throughout the book.

The title was designed by the author and well printed (with 175 screen) on gloss paper.Considering it is about design I thought it rather odd that the cover, title, imprint and contents pages were rather subdued in their presentation but a minor point when considering the wealth of information in all the other pages.White's book is just the thing to help you knock that bright idea into a classy graphic reality.

***SEE SOME INSIDE PAGES by clicking 'customer images' under the cover.

best book on how to apply graphic design principles!
I have seen many books explaining graphic design principles, but this one is the first to show their application in real life advertisement projects. Every unit is explained with the help of real life ads, good and bad, making it really easy to see the difference. The book is packed with examples, at least 10 - 15 images on each spread, each one accompanied by comments related to the topic discussed.

The author goes into detail of each technique saying where it can be appliedwith what effect.

I really enjoyed reading this book and it became not only a source of inspiration but a great reference material I keep on my desk. ... Read more

Product Description
Lexi White finds herself at a crossroads. After putting everything on hold to care for her ailing father, it's finally time for her to start living her life again. An exciting new job holds the promise of a fresh start, until she comes face to face with someone from her past who has always stopped her dead in her tracks, and who evidently still has the power to make her forget her own name. This time around, Lexi's a grown woman who refuses to back away from her dreams, even if it requires working with her old high school crush. Side by side. Every day. Will he end up being her downfall or exactly what she needs?Vincent doesn't even remember Lexi from high school, but he begins to take notice when the fiery young woman is hired as his new assistant. Quickly, Lexi turns his world upside down and becomes an invaluable addition not only to his team, but to his life. Having learned a few hard lessons about trust in the past, Vincent is reluctant to let down his guard, especially when it appears that someone is out to sabotage his family's advertising agency. Professionally, they are dynamite together, but when sparks fly between them personally, will Vincent let lies and jealousy ruin everything between them, or will he finally learn not only how to love, but ultimately trust...in advertising?Victoria Michaels once again delivers a can't-put-it-down novel loaded with engaging characters, cheeky dialogue, and powerful emotions. Trust in Advertising is a cleverly woven tale about two people getting to know each other and ultimately themselves. ... Read more

Customer Reviews (3)

One of my favorites!
This became one of my favorite stories from the first time I read it!So many people had that high school crush that seemed unattainable.This story is everyone's dream come true- finding that guy again, years later, and possibly having a second chance.A great romance/drama/comedy from a great author!

Amazing!!!
This book was amazing.From the first page on I could not put this thing down.Once again Victoria Michaels has created characters that every person can identify with and root for through out the entire story.I found myself laughing at some of the best jokes and crying at times.It was great!!!! I also recommend reading Boycotts and Barflies, which was just as good, if not BETTER.

I'm sold!
This is the second full length novel from the awe-inspiring new author, Victoria Michaels. If you thought "Boycotts and Barflies" was good, you ain't seen nothing yet. (If you haven't yet had the pleasure of reading "Boycotts and Barflies" I strongly suggest getting a copy NOW).
I was sold on the book after the first page. The unique characters, witty dialog and suspense kept me page turning well into the night. This book provides the perfect mixture of humor and drama and ties it together in a neat real-world package. I found myself emphatisizing with the characters. Lexi White is a strong female lead - independent, determined, and yet still searching for her place. Vincent Drake has a jaded past, which undoubedly controls his future, but the brief glimpses of the man behind the mask made for an all around dynamic character.
I plan on re-reading this book many times in the future and have already recommended it to family and friends. I look forward the future works from this truely amazing and original author.

mustang_sweetheart ... Read more

Product Description
In this second edition of The Advertising Research Handbook, Charles Young expands his material to twenty chapters that represent four distinct and complementary views of the ever broadening landscape of ad research. Topics covered range from fresh news from the field of neuroscience to timeless insights that can help guide marketing and creative communities all the way from strategic development to creative execution.Industry professionals who want to understand and implement the practice of advertising research in an effective way will find this book to be a useful tour guide and counsel that is easy to read and repeatedly reference. Its purpose is to be helpful in breaking down the often and unnecessarily complicated systems of ad research so that everyone can understand them and reap the benefits of speaking a common language. Finally, those who read this book will find the proof to help educate their teams on why the use of a heuristic model rather than a black box system will improve their company s quest for managing a brand s communications in real time ... Read more

Customer Reviews (1)

The Advertising Research Handbook
A great addition to any marketer's library.An enlightening and entertaining read for practitioners and academics alike. ... Read more

Product Description

Customer Reviews (8)

A biography, and a time capsule
This is a readable, well-researched book about a "Mad Man" before there were "Mad Men" I was only vaguely aware of Albert Lasker through his medical research foundation, and was glad to get the whole backstory. The book is full of useful anecdotes, and historical information. The forgotten story of Upton Sinclair's run for governor of California and the invention of the modern media campaign is just one example. I almost did not buy the book however, as the generic-looking cover told me little about what was inside. A great book on a pioneer of advertising should at least have a more compelling cover!

The man few people could say no to . . .
This is a vivid, colorful history of a man of great importance to the advertising industry. But it's also the story of a man who was important in business in general and his legacy lives on. This is a well written book. There are some typos but in the publishing business today, that's common and sad.

This is mostly a flattering biography but the authors can be excused for that in that one of them has a personal interest in the agency of which Lasker was the head.

As a member of the advertising industry, a professional copywriter, I enjoyed the before untold stories of numerous important characters in our industry. For example, Claude Hopkins was a genius copywriter on whose shoulders I stand. He worked with and for Lasker for awhile. His writing style is still a great learning tool and one few copywriters use. But the story I remember in the book about Hopkins is that he wrote his most famous ads in minutes or days. Lasker felt the client would feel the agency didn't work hard enough on the ads so he would set on them for a few weeks. It reminds me of my late, great associate, Bill Steinhardt. He would say the same thing about my own writing. "Set on it a couple weeks. Let the client think you worked on it long, hard hours, weeks and even months," he would say. But, alas, Picasso painted some of his greatest work in minutes.

Lasker had style. He had an abundance of energy --- all his life into old age. He was indeed a great salesman. He knew how to put a deal together. And in the book, you'll learn some of his methods. He also knew his own weaknesses. So he would hire the best people and pay them good money to do a great job.

His career in advertising started before copywriting had any value. Only after he was in it awhile did he discover the monetary value of great copywriting. When he discovered it, his agency grew fast and he became a millionaire many times over. Before that time, an ad agency basically just placed ads.

I enjoyed this book very much. It's a classic in my opinion. The basic element of any business is selling. Until a sale happens, you have no business. Mastering salesmanship is so critical to a businessperson. Lasker was a master seller. As one of his great copywriters, John E. Kennedy told Lasker, "Copywriting is salesmanship in print." Lasker was not a copywriter. But he was a great salesman and his life is well worth reading about.

Highly recommended.

-- Susanna K. Hutcheson

Advertising the old way
Lasker was an incredible man and this book is a great review of his life but if you are looking for advertising insights this is not the book. As a student of the game I expected to get more insights into how his agency made such an impact. I did discover that he 'inadvertently' made the business what it is today. But what he did has no more application to the business as it is today any more than Mad Men does. However it is well researched and written and if you are in the business there are worse books to waste your money on than this one.

don.brown@brownchild.com

Great Read
It's been a quit some time since I've been involved in a book that makes you want to take a day off from work so you can stay home and continue reading. This well written, obviously well documented book about Albert Lasker's life is an absolute "must" read.

Prejudice Can and Does Lead to Death
Chapter 8 of this important and beautifully written book gives us a glimpse into this master of public influence at work.

Nearly 100 years ago, there was a vicious murder of a young girl, whose body was found in a pencil factory in Atlanta GA. The superintendent of the factory, Leo Frank, a well educated and Jewish`northerner' was charged with the crime.

The murder led to cries for the death penalty from an emotionally charged populace and it unleashed anti-Semitic sentiments. The evidence in the case was mishandled and judicial procedures were flawed.

Now enter Albert Lasker's father who persuaded his son, to get involved in the case to seek justice and thus save the life of Leo Frank. The intervention by Lasker is expertly researched and told by Cruikshank and Schultz. The impact of Albert Lasker's efforts taught him important life lessons. ... Read more

Product Description
A virtually inexhaustible supply of copyright-free graphics of timeless appeal, reproduced from a turn-of-the-century French type foundry catalog, ideal for a wide range of arts and crafts projects. Subjects range from food and drink to vehicles and machines to sports and music. The style ranges from realism to Art Nouveau.
... Read more

Customer Reviews (2)

good images
i've used this book a few times in my work - wouldnt say it is any better or worse than any other dover book, they are all great to have on the shelf

So much to look at, so little time
This book had literaly every kind of object that you would want to look at.Everything from flowers to fruit, to cars and planes,to houses and buildings, to people and their tools. ... Read more

Product Description
In detailed chapters that cover everything from developing an advertising strategy to designing effective ads and copy, Levinson delivers no-nonsense advice on how to maximize advertising effectiveness. Guerrilla Advertising tells readers how to focus their audience, stay within budgets, polish layout and copy, and adapt tactics to appropriate media. ... Read more

Customer Reviews (6)

good book 2
This book is worth the money.The tips and ideas presented are easy to follow and useful, in my opinion.

An Excellent Resource...
This was a great introduction to advertising and marketing strategies. I found the techniques uselful and easy to implement (in fact, there were more techniques than I could ever hope to use). The book was highly readable and provided great insight and value.

A great beginners book while also being a more than useful resouce for idea generation and strategic creation (as well as tactical application) for the experiecnes marketer.

Overall, an excellent resource!

Not worth the money - phoning it in.
The author seems to be resting on his laurels with this book, which does not inspire any "a-ha" moments.

more dinasours
This book is almost ten years old.There is really nothing else to say.For a current intelligent read, read Guerrilla PR Wired.It's written by PR mogul Michael Levine, President of Levine Communications.Guerrilla PR Wired is written by a man who knows what he's talking about first hand and his success rate should speak for itself.Don't bother with anything else, unless you like frustrations and failure.

Excellent book
Between this book and the Barry Maher book on yellow pages advertising, you'll have just about everything you need to know about small business advertising.Stop the phone company ripping you off--be informed. ... Read more

Product Description

Customer Reviews (22)

Important but flawed
Rex Briggs and Greg Stuart performed an amazing amount of research on media mix management with Fortune 500 advertisers and over a billion in media spending.

The authors are hell-bent on convincing advertisers that advertising works and that they can improve performance with the "same budget, better results." It would have been better if they acknowledged, from the outset, that in some situations, it's better to reduce the marketing budget.

I agree that marketers need to better measure the effectiveness of their marketing. The tools are out there but it requires real commitment and investment to do it right.

This book is most relevant for those working in marketing at Fortune 500 firms or for their agencies.

Best How-To Marketing Book in the Last 15 years
I actually rolled out the COP process, with a few localized tweaks, in my last Fortune 500 role. It absolutely works.As some of the other reviewers have mentioned, you will get pushback from those who feel more comfortable marketing by feel and intuition.Applying rigorous process and discipline to marketing processes does work.

If the book seems repetitive at times (and it does) it's because of the need to give examples in different businesses to give credence the concept that process-oriented marketing works across industries and is not just a one-off that only works in a few industries.

Highly recommended and a quick read.

Very interesting approach, but too pitchy
The book is very good, it offers a progressive approach to advertising. Unfortunately I found it too much stress on selling Marekting Evolution, the author's company. It would have been much better book if it weren't that pitchy.

Still Worth It
Although helpful, this book broke its promise. It preached of advertising accountability and offered fancy formulas to measure failure and success. But as far as offering realistic ways to initially track such numbers, it skirted the issue almost entirely. Nevertheless, it's witty, provocative and educational. Of anyone, this book is best for readers who actively hire ad agencies.

Marketing is not just Advertising!
I bought the book after reading the foreword by Steven D. Levitt, author of Freakonomics.His remarks gave me full assurance that I would gain uncommon insights into marketing that were backed by hard data.

Levitt's remarks that convinced me were "Marketing is messy, but not impossible...It is messy because there are lots of variables such as competitive spending, unobserved fluctuations in demand, and a complex array of intersecting media...big electronics firms advertise more before Christmas. Are their sales high because they advertise more, or do they advertise more because their sales are high? It is hard to know for sure...This book is going to rile a lot of feathers. It may get messy -- just the way I like it."

After reading sections of the book, I am very fascinated at the Freakonomics analytics used to examine the mix of marketing, advertising and ROI. ... Read more

Product Description

Everything you must know to optimize your search ads, increase your profits, and help customers find exactly what they’re searching for

Customer Reviews (9)

Nothing of substance
I read this yesterday hoping to learn something, anything about pay-per click advertising. The "truth" is that if you have ever purchased any PPC or CPM advertising, you already know at least as much as is in this book. I can't recommend it. At least it is a fast read.

A Real-World Guide To Pay-Per-Click as a Whole!
Kevin over-delivers in this invaluable book that should be on any marketers bookshelf. This book is great for someone trying to get a whole-scope view on the world of pay-per-click marketing in a short time. The book starts out with an introduction to ppc as well how it all was started. He covers the original creators of the idea, how it evolved, and what its becoming. Kevin then introduces you to the usable world of ppc including how to use for your business (whether trying to gain leads, sales, or just build your brand or market presence) as well as things to be weary of like "click fraud". He describes tracking, analytics, data collection, proper keyword and market selection, expanding your target audience, conversions,and many other things you need to know to properly run a search campaign intelligently and with the least risk. The final parts of the book give you an 'insiders' insight on what to look for in the future as well as introductions to newer ways of ppc marketing such as mobile marketing and even social search. Kevin lays out the theory and structure of this book in a clear and precise manner that makes even the most technical subjects easy to digest. If your new to PPC or just want to touch-up your skills and sharpen the edges on your campaigns, Kevin's book "The Truth About Pay-Per-Click Search Advertising" is a must-read!

Worthless
If I had a chance to read the first three chapters of this book I would have moved along to the next one. I had a hard time reading the author's prose because as it is written for a graduate major in marketing and not the 'in the trenches' PPC guy who is trying to tune his Google and Yahoo campaigns. The chapters are 2-3 pages in length and offered now real workable solutions for me because I couldn't get past the densely written and compact prose. I wouldn't say it's worthless since no book is totally worthless, but I wouldn't recommended it to anyone.

The Truth About Pay-Per-Click Search Advertising
"Pay-per-click is your psychic mailman delivering the perfect offer..."

As the author's quote suggests pay-per-click search advertising can be invaluable. The concept sounds simple. Just find the right keywords and direct potential customers to your website. Of course, like anything else in marketing these days, if you don't know how to use these tools properly you are going to spend a lot of money for little or no return.

The Truth About Pay-Per-Click Search Advertising discusses the process and explains the common pitfalls. Knowing what to do, how to choose keywords, and direct links appropriately may seem pretty straight forward but that's only because most of us don't even realize that we are limiting our potential. In this case, what we don't know can and will hurt our business. The Truth About Pay-Per-Click Search Advertising is the solution.

A must for anyone looking to expand their internet advertising domain
New media offers new avenues of advertising. "The Truth About Pay Per Click Search Advertising", another entry into the 'The Truth About' series, is an advice manual for those who want to maximize their use of pay per click search advertising, where one can advertise their business through search engines such as Google. Wise and cautious, "The Truth About Pay Per Click Search Advertising" also warns of fraud that occurs in this field, and where it will go in the future, and how effective the process really is. "The Truth About Pay Per Click Search Advertising" is a must for anyone looking to expand their internet advertising domain. ... Read more

Customer Reviews (6)

Start Here. But There Is More To This Story.
If you want a job in advertising, even if you are in school for advertising, start here. It is fundamentally sound, and it will give it to you straight. Advertising is a crazy and fun, but it is also serious business. This book helps put it all into perspective. The one thing it is missing, is the leaps and bounds of innovation that have happened since this was published. There was no Facebook, twitter, iPhone, Xbox Live, Android, or even YouTube when this came out. Flash was a novelty, and the thought that you would spend your career working on TV, print, and outdoor was realistic. Now ALL of that has changed. If you get into this business, you will be writing or art directing banners for cell phones, crafting website experience ideas, and making viral videos. So take, very sincerely, what this book has to say. But when it comes to creating the content for your actual Book, look at some other options. I would look at blogs as inspiration and to show you what is possible.

Great information, horrible book design
I found this book to be really helpful - what to put, and what NOT to put, in an advertising portfolio; creative and unusual résumé concepts; and all of the insights delivered in a very realistic manner. What is very off-putting is the interior book design. The entire book is set in a HUMONGOUS point size that just screams at you from every page, plus the amateurish illustrations are cheezy. If you can get beyond the aesthetic oddity of the book interior, the information within is quite useful for aspiring art directors. Equally helpful for students just starting out, or for those endeavoring to make a career change.

INFORMATIVE, INSPIRING FOR ADVERTISING CAREER HOPEFULS ... and much more!
I didn't know Ms. Paetro was an advertising pro until I looked her up with the intention of doing a recommendation GUIDE for her fiction books.In case you don't know, she's the co-author of two of James Patterson's best books, 4th of July and The Fifth Horseman.(I'm happy to hear she's co-authoring his next release, also ... which pleases me since I'm her biggest fan and think she enhances his writing.)Now don't get me wrong, Patterson is awesome and stands alone without any help, but there's something that clicks for me when Paetro gets into the mix.

But getting back to this "how-to" book, it's a real help to anyone desiring a career in advertising.It's interesting to hear the anecdotes Ms. Paetro tells from her own experience and to learn from a real "pro" who excels in so many areas of writing.

Informative!Inspiring!Thanks Ms. Paetro!

An invaluable guide for would-be creatives
I am a fiction writer who also wants to write ad copy.I got this book on the recommendation of a professional copywriter and have been glad I did ever since.The book offers sage advice, a comforting hand, and many amusing anecdotes from both Ms. Paetro (herself an advertising professional) and several of the industry's stars.

It has informed and inspired me.It has answered questions that troubled me and others I didn't even know I had.It even includes an address to contact Ms. Paetro at for advice-something I've done a couple times.

If you want to get into advertising, I highly recommend this book.

Want a good job? You need a good book. This one!
There are now a number of good books on getting a job in the advertising business.
This is the classic - it contains the core good advice you need to get started on your portfolio (aka you "book," sample book, mini-book, etc.) for a job in the "creative" department of an advertising agency - or some other type of marketing communications firm (i.e. web site, in-house department, sales promo, event marketing, branding company, etc.).
In addition to the you-absolutely-have-to-know-this-period-no-further-discussion information inside this book, there are "good advice" essays from some of the absolute top people in the ad profession.
These days, you probably need more than one good book to help you get your book together - and maybe some time at a portfolio or design school (we talk about them, too), but this is the one to get you started.

Your friends at The Copy Workshop

PS. Even though it's listed, you probably won't find this book at your library - people tend to steal it. Bad!!
(But you know better than that, don't you?) Better buy your own copy.

PPS. This book was the first. There are now a number of other books on getting a job in advertising, and most of them are pretty good, too. But a lot of them assume you've read this one. ... Read more

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Customer Reviews (1)

A must-have for advertising industry professionals
You've just sat down to watch your favorite television show. After just five minutes, the show is interrupted by a commercial break. Getting up from your chair, you ponder what might be waiting for you in the refrigerator. But wait! That commercial just might be one of the most effective ads ever made. It could be one featured in the comprehensive new book Advertising Now. TV Commercials.

There are nine chapters in Advertising Now. TV Commercials, covering the various genres that advertising promotes, from "Health and Beauty" to "Sports & Apparel" and "Technology & Equipment." Within each chapter, there is page after page of the "best contemporary examples..." of "inventive commercials" from around the world. There are several photos (screenshots) per commercial, with text at the top of the page listing the credits (title, client, product, agency, creative director, etc.). Before each chapter there is a short essay giving a brief bio of the industry expert(s) who chose the "best of the best" for that chapter, followed by their thoughts on how they made their selections. It was quite interesting to read their opinions, particularly their feelings on the role that the internet and technology has played in today's commercials.

Included with the book is a very easy to navigate (and fun to watch!) DVD that showcases several commercials from each category featured within the book. It is quite helpful to see the commercials played live.

Quill says: A very informative and useful guide for those interested in the advertising industry. ... Read more

Product Description
In Kellogg on Advertising and Media, members of the world's leading marketing faculty explain the revolutionized world of advertising. The star faculty of the Kellogg School of Management reveal the biggest challenges facing marketers today- including the loss of mass audiences, the decline of broadcast television advertising, and the role of online advertising- and show you how to advertise successfully in this new reality. Based on the latest research and case studies, this book shows you how to find and engage audiences in a chaotic media climate. ... Read more

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Customer Reviews (14)

Abused
Abused by Book Crazy.
Very difficult to obtain an answer. Book in very very poor condition, over description. Back (cover) teared (not mentionned). No dialog possible. When I complained, answered that we were not speaking about the same book !
I 'll never make a confident order to those people.
Irony and keep money are their song.
Totally deceived, and nothing to reply, being in Europe across the ocean.

A nice retrospective on 1950s ads
The book begins by noting that the 1950s were perceived as very different from the 1930s and 1940s--and advertisements reflected this. The book begins by noting: "And the future looked good. At least as seen through the eyes of television, magazines, and advertising."

The heart of this book is simple--advertisements from the 1950s. The book reproduces many of these, from automobiles (Pontiac and Ford-including an Edsel ad!-and Oldsmobile and Cadillac and Buick and. . . .) to gasoline (Mobilgas [never knew that Mobil was so called!], Texaco [The Texas Company]) to stamps (remember those? Here, we see Top Value stamps).

Other ads? Sheaffer's Snorkel pens, Lady Sunbeam hair dryer, GE stove, Admiral refrigerator, Lionel Trains, movies (e.g., The Seven Little Foys, Vertigo, Cat on a Hot Tin Roof), Arrow shirts, Jockey underwear, Sealtest Ice Cream.

A lot of fun getting a sense of the products and the advertising and marketing approaches of the 1950s. The one downside? The Introduction really does not provide much context for the ads that follow. It would have been helpful to readers had there been such a treatment.

nice production
Good book - exactly what it says on the tin. A bit strange to see what the world was like back then - advertising tells you exactly that. No rose-tinted spectacles! From that aspect it's a good historical record. On the production side - faultless.

Like Time Traveling Down Madison Avenue Circa 1959
Effortlessly The Golden Age of Advertising--The 50's combines a crash course in visual arts, history, sociology and business, and does it without you even knowing it's happening! Like the other titles in the series, volumes which cover the history of advertising in the 1970's and 1960's, this book throws out so many glorious advertisements it's like time traveling. See full color ads for cigarettes (Doctors recommend Camels for calm nerves!), alcohol, clothing, foods, appliances, cars, and more. See how fashion, hairstyles, the very thought patterns of we Americans, ourselves, have evolved from where we were at mid-century last. You can stare at the pages of this virtually word-less book for hours and still see things you missed the fist time. It's a real treat!

1950's American History As Seen Through Advertising
Massive, beautifully produced, and very insightful in it's appraisal of 1950's American consumerism, this tome is perhaps the best collection of 1950's advertising ever assembled. Tons of beautiful illustrations and (in some cases) graphic design that are now relics of the past. In my opinion, this book should only have been published in harcover, due to its weight and number of pages. Sadly the hardcover is impossible or nearly impossible to find, unless you go for the abridged version issued as "The Golden Age of Advertising- the 1950s." This whole series of books which now span most of the 20th century are a great reference, and an important documentation of American history in visual form. ... Read more

Product Description
Real Estate Advertising Made Easy is a complete marketing tool for anyone interested in real estate.For the real estate professional, the mix and match format to ad writing assists to provide an effective advertisement either for a classified ad or a 'spec' sheet.In addition, the sales strategies, checklists and action plans will assist in career planning to the professional continually honing their skills level.For anyone interested in real estate, the mix and match section will prove invaluable to the creation of effective marketing techniques. ... Read more

Customer Reviews (8)

Never Received From Amazon
This is the only item I have ever oredered and pay for from Amazon that I did not recieve.

Real Estate Advertising Made Easy
Very easy to use and helpful in prompting creative wording for each individual listings.

Great Help ForA Marketing View
I am an Internet Marketing and SEO Professional and have a lot of Real Estate Brokers/Agents as clients here in the Charlotte this book has been very useful in coming up with better ways to describe selling points of property.

Real Estate Advertising Made Easy
This books give excellent recommendations which adhere to legal guidelines setforth by most states.Adding the right words to print advertising is very important to catch the eye of potential buyers.

Extremely helpful book!
I purchased this book a couple of months ago and have been using in constantly ever since. The advice is great, even for a person who's been in real estate for a few years. I've received a lot of positive feedback about my ads, particularly the holiday themed ones! ... Read more

Product Description
"All of you know some of this. Some of you know all of this. All of us forget some of this most of the time. It's mostly a helluva lot of common sense. But as Steve's seventh grade math teacher used to tell him, 'Common sense isn't so common.'"

Today everyone's groping around for processes and answers.They're turning to new gurus and the latest paradigm-shift marketing book in the hope that they'll find quick, easy answers.

This isn't one of those books.

It's the compilation of years of know-how that form a foundation on which you can build a lasting brand, an advertising campaign that works (regardless of your audience), and promotions that produce effective results.

These principles worked for advertisers and marketers one hundred years ago, fifty years ago, ten years ago, and last week.They'll work for you next week, too-no matter how much the world keeps changing.

Designed to be read quickly and referred to again and again, this is a toolbox of back-to-basics ideas that will help break creative logjams, settle disagreements with clients, and sharpen, focus, and generally improve any ad campaign.The Little Blue Book of Advertising offers relief, consolation, and sanity when the people around you might be losing their minds.

For instance:
#3 Read what your customer reads; watch what she watches.
#10 Quality is the absence of non-quality signals.
#19 Get the "no-bodies" out of your approval process.
#34 The younger the audience, the more cuts you can use.
#40 Long copy can sell.

Find out what a big difference The Little Blue Book of Advertising can make for you. ... Read more

Customer Reviews (15)

Practical, Useful, and Concise
While some might pass over the common sense and common knowledge that fills a lot of this book (to marketing & advertising professionals) as junk to fill a word count, I call it a helpful reminder. Many of the ideas in this book aren't new, but stress the importance of that particular item. The structure of the book also makes for a quick and informative read. I found myself constantly referencing previous employment situations and how they either met or in most cases didn't meet the ideals preached in the Little Blue Book of Advertising. If you are in the field of marketing and advertising, this is a must read!

Here is my advice for free...pass on this book.
This book is divided into 52 ideas that supposedly can make a difference in the advertising that you execute for your product or service. Here is the problem with books that try and create a list, and the list has to contain a certain number of ideas (52, 365, top 12 monthly ideas, etc.) When you start to run out of ideas, but you still have numbers on the list that you must fill, you start to make stuff up that is simplistic or meaningless.

That is what I think happened with the authors of this book. Some of what they offer is worth rewarding, and will be helpful to companies who are looking to understand advertising just a bit better. But don't look for any real deep thinking here. Here are some of the 52 ideas:

o Don't Hide Your Brand Name
o Learn New Tricks
o Share Information

I'm not sure I need to spend $20.00 for this great advice. Here is my advice for free...pass on this book. There is not a lot of new information in this one.

Wonderful refresher
In this advertising how-to guide, ad agency partners Steve Lance and Jeff Woll advocate using tried-and-true marketing methods and, more important than doing things differently, doing them right. And, they do things quite right. Their text is a wonderful refresher for those already in marketing, advertising and promotion, and it is also a general introduction for anyone entering these fields. Lance and Woll use humor and down-to-earth good sense when dispensing advice on advertising basics: defining your brand, knowing your audience, conducting research, differentiating your product and creating effective advertising for a variety of mediums. While the book is repetitive and choppy at times, and the pithy copy is sometimes simplistic, the message is loud and clear. If the authors' experience has taught them anything (and between them, they have more than six decades worth), it's that executing the fundamentals better than your competition will make you and your company successful every time. That's why getAbstract suggests that you get comfortable inside the box, as you curl up with this handy manual.

A little insight, a few things to remember.
I was happy that I bought this book, as I read through the first few pages I was reassured I had bought a useful book.

Simple but effective ideas, yes some ideas are so simple that you already know them - but this book reminded me that they are much more than ideas to pass over and assume everyone knows. It helped me to establish my personal criteria/review list that includes some of the key points mentioned in the book that at times need to be repeated and that can help guide teams and your reviews of their work.

In my mind it was worth the money and I'm happy to recommend it, small and cute enough to read on the bus in the morning, a good way to start the day.

Good Book To Own
I am so glad I bought this book. I can look to it for inspiration when I want to advertise whatever I'm working on. ... Read more