Advertising Books - Page 4

Kleppner's Advertising Procedure (17th Edition)

Ronald Lane, Karen King, Tom Russell

Amazon Price: $138.66 List Price: $173.33 By: Prentice Hall Amazon Marketplace: 40 new & used starting at $121.39

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Customer Reviews:
Total reviews: 3 Average rating: 4.5 of 5

All-in one, explains the whole enchilada. Great for students 4 out of 5 stars.
8 of 8 people found this review helpful.

Kleppner is the one name I think when I'm in a doubt regarding any stage of the advertising procedure. The book is not extremely intensive, but explains in a precise way each stage. It might be too USA oriented, but works fine for international students. Surely a must in every student's library.

Editorial Review:

There are few areas of business and marketing that operate in a more dynamic atmosphere than advertising and promotion. The process of new product and target audience research, branding and product development, executing creative sales approaches, and selecting media and non-traditional marketing communication placement are part of an evolving process that is undergoing dramatic change. The primary reason for publication of this new edition is to reflect this environment. Account people and creative people in the field of marketing communication, branding, integrated communications, and new media advertising.

Advertising Media Planning, Sixth Edition

Jack Z. Sissors, Roger Baron

Amazon Price: $50.37 List Price: $79.95 Usually ships in 6 to 7 days By: McGraw-Hill Amazon Marketplace: 49 new & used starting at $38.99

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Customer Reviews:
Total reviews: 8 Average rating: 4.0 of 5

Editorial Review:

The bible of media planning for more than 25 years, Advertising Media Planning gives you the proven essentials of planning, purchasing, and evaluating the effectiveness of advertising

Discussions of media planning as the “noncreative” side of advertising miss the boat entirely. A successful media plan requires creative decisions on media, time frames, dollar distribution, and more. In addition to having in-depth knowledge of available media resources, the best media planners must also be strategic experts in marketing, advertising, research, and finance.

Through five previous editions, Advertising Media Planning has proven to be essential to the success of both practicing and aspiring media planners. Now in its sixth edition, it continues to provide valuable insight and comprehensive coverage of media plan construction, reach and continuity measurement, and more, along with timely updates that include:

• The latest in academic research and professional best practices
• An all-new hypothetical media plan, providing a top-down perspective on real-world media planning
• Illustrative examples of the Internet and other new media integrated throughout the text

Advertising Media Planning explains the complexities of planning in a fast-moving, noncomplex style. As we enter the new century of transformed advertising techniques and marketing challenges, this all-inclusive yet highly readable reference--an artful blend of long-standing fundamentals and the latest tools and approaches--remains the one must-have resource for anyone interested in creative, results-based media planning and buying.

The 22 Immutable Laws of Branding

Al Ries, Laura Ries

Amazon Price: $12.89 List Price: $18.95 Usually ships in 24 hours By: Collins Business Amazon Marketplace: 70 new & used starting at $6.00

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Customer Reviews:
Total reviews: 82 Average rating: 4.0 of 5

Editorial Review:

As it becomes increasingly associated with impressive corporate gains realized in recent years by companies ranging from FedEx and Rolex to Starbucks and Volvo, "branding" has developed into one of the marketing world's hottest concepts. And for good reason, contend well-known strategist Al Ries and his daughter Laura Ries in The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand.

"Marketing is building a brand in the mind of the prospect," they write. "If you can build a powerful brand you will have a powerful marketing program. If you can't, then all the advertising, fancy packaging, sales promotion and public relations in the world won't help you achieve your objective." A no-holds-barred look at a diverse collection of successful--and not-so-successful--branding efforts undertaken by these and other high-profile firms, their book distills the most critical principles involved into a series of clear rules with straightforward titles such as The Law of Expansion, The Law of Contraction, The Law of Consistency, and The Law of Mortality. While some of their suggestions may at first seem counterintuitive, together they compose a logical blueprint for success in today's ever-more-competitive environment. --Howard Rothman

Permission Marketing : Turning Strangers Into Friends And Friends Into Customers

Seth Godin

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Customer Reviews:
Total reviews: 132 Average rating: 4.0 of 5

Editorial Review:

Seth Godin, one of the world's foremost online promoters, offers his best advice for advertising in Permission Marketing. Godin argues that businesses can no longer rely solely on traditional forms of "interruption advertising" in magazines, mailings, or radio and television commercials. He writes that today consumers are bombarded by marketing messages almost everywhere they go. If you want to grab someone's attention, you first need to get his or her permission with some kind of bait--a free sample, a big discount, a contest, an 800 number, or even just an opinion survey. Once a customer volunteers his or her time, you're on your way to establishing a long-term relationship and making a sale. "By talking only to volunteers, Permission Marketing guarantees that consumers pay more attention to the marketing message," he writes. "It serves both customers and marketers in a symbiotic exchange."

Godin knows his stuff. He created Internet marketer Yoyodyne and sold it in 1998 to Yahoo!, where he is a vice president. Godin delves into the strategies of several companies that successfully practice permission marketing, including Amazon.com, American Airlines, Bell Atlantic, and American Express. Permission marketing works best on the Internet, he writes, because the medium eliminates costs such as envelopes, printing, and stamps. Instead of advertising with a plain banner ad on the Internet, you should focus on discovering the customer's problem and getting permission to follow up with e-mail, he writes. Permission Marketing is an important and valuable book for businesses seeking better results from their advertising. --Dan Ring

Advertising: Concept and Copy, Second Edition

George Felton

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Customer Reviews:
Total reviews: 8 Average rating: 4.5 of 5

You're not really an "ad guy" until you read this! 5 out of 5 stars.
6 of 7 people found this review helpful.

I read this book 4 years ago and still refer to it when I'm in a slump or just want to generate new ideas. I would suggest this to anyone in the advertising business or anyone interested in learning how to concept. It really gives a fresh and new perspection on how to look at a product, and then how to write about it. It's simple, funny and keeps you wanting to read more. I know a lot of George's work, and found it just as entertaining as informational as his articles. George kicks some serious concepting [rear].

Editorial Review:

How to find the ideas that make for great ads and deliver them in fresh, memorable, persuasive ways.

Ideas are what make advertising great, but they're elusive, which is why great ads are so rare. Advertising: Concept and Copy covers the conceptual process, from developing smart strategy to executing it with strong, distinctive copy. Over two hundred ads, many in color, demonstrate the strong thinking and writing that underlie the best advertising. 250 illustrations.

A Technique for Producing Ideas (Advertising Age Classics Library)

James Young

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Customer Reviews:
Total reviews: 20 Average rating: 4.5 of 5

Just FIVE simple steps..... 5 out of 5 stars.
1 of 1 people found this review helpful.

......that's all it takes to learn how to come up with new & creative ideas, time after time. As Young says, the idea & the technique itself are so plain & logically simple that you may even miss it; despite the fact that the book is only some 48 pages long. It's easy to read & in your haste to learn "the secret" you may finish the book too quickly. Some thoughtful reading is required, so please don't dismiss the book because of its apparent brevity.

The fact that the book has survived successfully for over 40 years in print is testament to Young unique (but not new) teaching.

Although Young does not refer to it, I am reminded of many writers & books that go into great detail explaining the "science of the mind" & the wonderful way the brain [or mind] works & how it can be used to spawn new ideas & create solutions to problems. Sometimes referred to Mental Science, its philosophy & teachings go back thousands of years & weren't fully recognised until around the time of the 1900's.

If after reading this you wish to develop & research this technique further, I would highly recommend Emmet Fox's "Power Through Constructive Thinking".

Editorial Review:

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.

Secrets of Question Based Selling: How the Most Powerful Tool in Business Can Double Your Sales Results

Thomas Freese

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Customer Reviews:
Total reviews: 23 Average rating: 4.5 of 5

Very similar to other books and still teaching traditional selling methodologies. 1 out of 5 stars.
5 of 6 people found this review helpful.

As a sales trainer for 14 years, I've read a lot of books on selling. Tom's books, especially Question-Based Selling, have a few ideas the reader may find helpful because of the way Tom states them. The ideas are not new compared to others out there however, he is attempting to take the methodology of question-based selling (something that has been around for many years) and put a new spin on it to help those who have not quite been able to grasp it yet.

My issue with Tom's book is that he still teaches some of the more traditional sales methodologies that no longer work simply because prospects have been aware of them for years. For example, Tom still teaches "the impending event close." The problem with Tom's material is that it's not different enough to truly help you set yourself apart from others in a world where we're all attempting to find ways to differentiate ourselves from our competition.

There are proven systems out there that also help you set yourself apart from your competition and have an impressive track record for success. I haven't found that to be true with Tom's material.

In most books, you will find a nugget that will be helpful to you. Tom's book may do that for you. And that nugget may certainly worth the money and time spent to find it. I didn't find that to be true for me personally.

Editorial Review:

Question Based Selling ( QBS®) is a commonsense approach to sales, based on the theory that "what" salespeople ask-and "how" they ask-is more important than anything they will ever say. This technique makes sense because in order to present solutions, you first must learn your customer's needs.

How do you uncover a prospect's needs? By asking questions. But not just any questions. You must ask the right questions at the right time. And this book provides a step-by-step, easy-to-follow program that does just that.

With this proven, hands-on guide, you will learn to:

--Penetrate more accounts
--Establish greater credibility
--Generate more return calls
--Prevent and handle objections
--Motivate different types of buyers
--Develop more internal champions
--Close more sales...faster
--And much, much more

It's Not How Good You Are, Its How Good You Want to Be: The World's Best Selling Book

Paul Arden

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Customer Reviews:
Total reviews: 47 Average rating: 4.0 of 5

Editorial Review:

It's Not How Good You Are, It's How Good You Want to Be is a handbook of how to succeed in the world - a pocket 'bible' for the talented and timid to make the unthinkable thinkable and the impossible possible. The world's top advertising guru, Paul Arden, offers up his wisdom on issues as diverse as problem solving, responding to a brief, communicating, playing your cards right, making mistakes and creativity, all notions that can be applied to aspects of modern life. This book provides a unique insight into the world of advertising and is a quirky compilation of quotes, facts, pictures, wit and wisdom, packed into easy-to-digest, bite-sized spreads. If you want to succeed in life or business, this is a must!Paul Arden began his career in advertising at the age of 16. For 14 years he was Executive Creative Director at Saatchi and Saatchi, where he was responsible for some of Britain's best known campaigns including British Airways, Silk Cut, Anchor Butter, InterCity and Fuji. His famous slogans include 'The Car in front is a Toyota' and 'The Independent - It is - Are You?'. In 1993 he set up the London-based production company Arden Sutherland-Dodd where he is now a commercials director for clients such as BT, BMW, Ford, Nestle and Levis.

Solution Selling: Creating Buyers in Difficult Selling Markets

Michael T. Bosworth

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Customer Reviews:
Total reviews: 38 Average rating: 5.0 of 5

Bosworth is a proven sales performer, trainer, and leader 5 out of 5 stars.
0 of 0 people found this review helpful.

Over the decades I've had the chance to work with the author at an early high tech company where he led the internal sales training classes. Later he become a consultant training some of today's largest high tech sales organizations in the world. Mike's always had tough, high standards. His ability to create a repeatable process to selling intangible products to complex organizations has led many of his pupils to excel. Many of them are now SVPs of Sales or CEOs and would be names you recognize.

But, as another reviewer says, you have to use the methodology. Reading the book is just the start.

Great approach to selling, but must focuses on long sale cycle 4 out of 5 stars.
0 of 1 people found this review helpful.

Great approach to selling, but must focuses on long sale cycle and does not pertain to all selling

The Step-by-Step Guide for Selling Solutions 5 out of 5 stars.
0 of 0 people found this review helpful.

Solution Selling is the first book that exposed me to the world of complex, intangible and solution (vs. product) selling.

I had wanted to title this review as "The Idiot's Guide to Selling Solutions" BUT found that even though the instructions in the book literally takes a novice in sales through the process of selling complex solutions in a very straightforward manner, there STILL needs to be some thinking required by the sales person to profit from the knowledge within.

Solution Selling is the comprehensive guide for novice to learn the ropes, and a good reference book for seasoned sales pros as well. It is also a useful tool for sales managers to manage the pipelines of their teams too!

Editorial Review:

``Solution Selling is the most comprehensive sales and sales management process available today. Mike Bosworth has the best understanding of sales process in corporate America.''Jeffrey M. Fisher, Vice President, Symix Computer Systems.

Creative Advertising, Second Edition

Mario Pricken

Amazon Price: $23.97 List Price: $39.95 Usually ships in 24 hours By: Thames & Hudson Amazon Marketplace: 28 new & used starting at $23.96

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Customer Reviews:
Total reviews: 24 Average rating: 5.0 of 5

Creative Advertising 5 out of 5 stars.
0 of 1 people found this review helpful.

This book has become one of my favorite books in my library. Extremely creative ideas and large, colorful photos. I am very pleased to have this book.

Editorial Review:

"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.