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BOOK
Tested Advertising Methods (Prentice Hall Business Classics)
Fred E. Hahn
$9.96

About this product:
The fifth edition of this work on how to create successful advertising features new coverage on small businesses with limited revenues, non-profit advertising, as well as techniques of headlines, illustrations and layouts. There is also new information useful to smaller businesses.

BOOK
Ogilvy on Advertising
David Ogilvy
$11.97

About this product:
A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business". 223 photos.

BOOK
Creative Advertising, Second Edition
Mario Pricken
$24.26

About this product:
"More than just a nice-to-look-at, easy-to-flip-through book...Pricken has loftier goals—namely, to transform readers into top creatives by introducing them to a variety of techniques and ideas." —Adweek

Unraveling the creative process behind some of the most effective campaigns of recent years, Mario Pricken showcases over two hundred examples of international advertising from a wide range of media, including magazines, billboards, television, movies, and the Internet.

Each chapter highlights different practical methods for creating innovative and unforgettable ads, with award-winning work from some of the most influential names in the industry. This edition includes a completely revised and updated introductory chapter plus dozens of new examples that demonstrate a fascinating range of approaches. 450+ illustrations, 280 in color.

BOOK
Truth, Lies and Advertising : The Art of Account Planning
Jon Steel
$22.17

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

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

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

BOOK
Scientific Advertising
Claude C. Hopkins
$8.95

About this product:
Claude Hopkins, the father of modern advertising techniques, believed that "Advertising is salesmanship," and as such it should be measurable and justify the results that it produced. In Scientific Advertising, he explains precisely how to do that, and the principles he discovered and documented are as true today as when they were first written. This business classic covers mail-order marketing, headlines, psychology, strategy, budgeting, and more advanced subjects like negative advertising and how to test an advertising campaign. Whatever advertising medium you use, from print to the Internet, the fundamental principles of Scientific Advertising are universal and timeless. Newly designed and typeset for modern readers by Waking Lion Press.

BOOK
The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation
Robert Barocci
$16.77

About this product:
Praise for The Online Advertising Playbook

"Finally, someone has documented all we know about online advertising and how to do it right. As much as this confirms that online advertising really works, we know that marketers don't always get it right. The ARF's The Online Advertising Playbook provides critical insight on what sticks and what doesn't in online advertising and marketing."
—Greg Stuart, CEO and President, Interactive Advertising Bureau and coauthor of What Sticks

"The Online Advertising Playbook's principles, case studies, and strategic insights equip marketers with the best knowledge available. It will help your online advertising achieve the full range of marketing objectives, from lead generation and customer acquisition to driving trial and loyalty."
—Tim Kopp, Vice President, Global Interactive Marketing, The Coca-Cola Company

"To grow interactive marketing from here we need to institutionalize our wisdom and experience about what works. This book explains, in a disciplined way, what marketers have learned from a decade of massive change."
—Ted McConnell, Interactive Innovation Director, Procter & Gamble

"The Online Advertising Playbook is a milestone in the maturation of interactive advertising, but also an invaluable go-to guide for managers trying to make smart decisions with their advertising budgets."
—Van Riley, Vice President of Research, AOL

"The best marketing communication is spawned from what I call 'informed intuition.' After reading The Online Advertising Playbook, I am far better informed on how to optimize the online channel in our advertising and promotional programs. It's a perfect blend of case studies and research-backed learning."
—Rod DeVar, Manager, Advertising and Promotion, United States Postal Service

"Savvy marketers should take advantage of The Online Advertising Playbook's findings and principles to get real results."
—Chris Theodoros, Director of Industry Relations, Google

"A work of wisdom and rigor in the digital space that is as relevant for the newbie as it is for the digerati."
—Mike Donahue, Executive Vice President, American Association of Advertising Agencies

"This is a must-read for any marketing executive involved in online advertising. It's high time that a book looks at online advertising in the context of an integrative promotional strategy, one meant to set objectives, establish creative strategies, and measure results. The book nicely ties the various components of online advertising to relevant case studies, and the emphasis on measurement and results is refreshing. Not only is it relevant for marketing executives, it would also be a good basic text for any Internet advertising course and a good adjunct to any Internet marketing course."
—Henry Assael, Professor of Marketing, Stern School of Business, New York University

BOOK
Confessions of an Advertising Man
David Ogilvy
$10.07

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BOOK
My Life in Advertising and Scientific Advertising (Advertising Age Classics Library)
Claude Hopkins
$6.81

About this product:
Gain a lifetime of experience from the inventor of test marketing and coupon sampling -- Claude C. Hopkins. Here, you'll get two landmark works in one easy-to-carry volume and discover his fixed principles and basic fundamentals that still prevail today.

BOOK
The Fall of Advertising and the Rise of PR
Laura Ries
$3.94

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

BOOK
Advertising For Dummies (For Dummies (Business & Personal Finance))
Gary Dahl
$6.74

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

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

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

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