Recommending Books for Purchase (Bulletin 6 - January 2018) - Choice Review: Advertising

Consultants with an algorithm for marketing in a digital, global business milieu, the authors propose AIM (their activation imperative method) as a replacement for “antiquated” marketing models such as AIDA (Attention, Interest, Desire, Action). They claim earlier models were based on building customer loyalty, a concept of questionable validity when potential customers are no longer passive recipients of marketing efforts but rather participants in a variety of interactive and experiential marketing relationships made possible by social media and big data. "The Activation Imperative and its method were created to provide today’s marketers a path forward that would not just create synergies among … disparate marketing efforts, but would also utilize each to its full effect," providing "a construct for decision making that would transcend … the appearance or disappearance of new technologies, platforms and channels." Specific chapters on how AIM works over newer, digital marketing platforms as well as advice on how to apply the model to traditional formats (broadcast, billboards, public relations) are helpful, as are several examples, but—like others of its ilk (Marcel Saucet, Street Marketing, CH, May'16, 53-4020)—this book is more appropriate for a marketing workshop conducted by the authors than for an academic collection.

Adland is billed as, and indeed is, a global history of advertising. While there is some coverage of individual pioneers and practitioners, it is really the rise and fall of institutions and ad campaigns that provide the structure for this volume. Beginning with developments in the mid-19th century, the book traces the growth of advertising in the US as well as Europe, with individual chapters devoted to British, French, and Japanese advertising. Despite the broad geographic scope, this is a narrowly drawn, somewhat eclectic history. Except briefly in the last chapter, the author does not update or suggest lessons learned from history for the digital age. Tungate clearly states that this is not his purpose, but as a result, the book lacks strong character pieces and lessons learned. This is not a scholarly work but rather a readable, well-designed book that will appeal to individuals with a special interest in advertising history. Those working in advertising during the periods covered, or who have an archival bent, will particularly appreciate this book. Tungate, a journalist specializing in marketing and media, is author of several other books including Fashion Brands (CH, May'13, 50-5097), Branded Beauty (CH, Apr'12, 49-4559), Luxury World (2009), and Branded Male (CH, Aug'08, 45-6889).

Building on the strengths of previous editions (2nd ed., CH, Dec'06, 44-2200), this new edition places more emphasis on social media and the importance of creating a unique brand identity. Felton (Columbus College of Art and Design) has also added a chapter titled "Telling Stories," which focuses on the need for copywriters to develop "narratives" about what a brand represents, its history, and core values. These story lines are what enable a company to connect with consumers and gain long-term loyalty. An excellent resource for advertising professionals and students alike, the book is divided into three parts: "Strategy," "Execution," and a creative "Toolbox." Anyone stumped for an idea will want to look into the toolbox for inspiration. Delving into the reasons why ads do or do not work, Felton looks at FedEx, Gibson guitars, Volvo, Volkswagen, Nike, Hoover, Corona beer, and many other products. With numerous color illustrations, writing examples, suggestions, and a "StudySpace" website where students can access advertising materials, this book has everything needed to empower one to create innovative ads.

Based on a detailed study of rich archival material, this book is an interesting look at the evolution of advertising campaigns designed to influence British men's decision making in the postwar period. The story Jobling (Univ. of Brighton, UK) tells is fascinating as a study of changing attitudes and technologies over the second half of the 20th century. Two dozen short chapters break down the history of the advertising campaign temporally and culturally. Taking readers from the difficult period immediately after the end of WW II--through the cycles of prosperity and recession, and turbulent social change--the book offers a panoramic view of advertisers' responses to the changes. The attempts of menswear advertisers to anticipate, respond to, and initiate changes from a postwar setting of mainly static images and relatively static mores to the unimaginably transformed, contemporary technologies and standards is chronicled in a straightforward and entertaining way. Anyone directly involved in the industry, as well as consumers, will enjoy this book. Academics in various disciplines (e.g., fashion, history, sociology, advertising, media, cultural and gender studies) will also take away something useful. The book deserves a broad audience.

The fifth edition, fully updated, has an added author, Edward Boches, who contributed chapters 10 through 15 (of 21 chapters). Boches, like Luke Sullivan, the primary author, worked 30-plus years in advertising. Together, they cover numerous topics, including the creative process, positioning the product, advertising strategies, big ideas, catchy headlines, effective body copy, the art of simplicity, advertising campaigns, digital and social media, television commercials, radio commercials, the essentials of giving strong presentations, and getting a job in advertising. Each chapter is filled with catchy subheads and several advertisements that illustrate the authors' points. The writing is very informal and easy to understand. The authors' wit and humor are also on display. Anyone interested in learning how to write copy for advertisements should read this book.

The authors of this book, all innovators in the music branding and marketing industries, introduce a new paradigm for understanding a brand's involvement in music: identity, engagement, and currency. Each term is explained and followed by a chapter of case studies from Coca-Cola, Sephora, Nescafé, Converse, and others. When you hear music that makes you think of a brand, that is identity. When you listen to music while shopping, that is engagement. When you know the preferred soft drink of your favorite rock star, that is music as currency. In the past, using music to sell products was viewed as a supplement to the main source of income--royalties paid to recording artists and companies. However, today, with the rise of the Internet and digital recordings, connecting with the right brand not only helps sell a product, it can also result in increased revenue for the recording companies and artists. This technological phenomenon, which has helped change the connection between music and brands, has become increasingly important in marketing. A reflection of the importance of music for teenagers and young adults, as well as the baby boomer generation, the book should be required reading for practitioners in the industry.

Arguing that a study of the business of advertising can reveal insights into a culture, Steinberg (art history, Otis College of Art and Design, Los Angeles) examines advertising that documents Jewish concerns, trends, and attitudes. In the first chapter, she briefly discusses the arrival of Jews in the American colonies before she looks at Abraham Cahan's Forward, Rabbi Isaac Mayer Wise's The Israelite, and the B'nai B'rith Messenger, among other papers aimed at Jews. In her analysis, the author focuses on editorial and advertising content, revealing the anxieties Jews experienced in the late 1800s and early 1900s because of anti-Semitism. In the second chapter, she discusses Joseph Jacobs and his advertising, which remixed jingles and headlines within a Jewish context for companies such as Kraft and General Foods. As she writes, "Ethnic marketing encouraged American Jews to retain their Jewish distinctions." The third chapter examines the Manischewitz and Maxwell House brands, which established themselves as pillars of American Jewish culture. In the fourth chapter, Steinberg looks at Albert Lasker and Bill Bernbach, two icons in American advertising. In the final chapter, she focuses on JDating in the digital age. This book should appeal to readers interested in learning about advertising and Jewish life in the US.

This two-volume set concerns the numerous changes that have occurred in advertising as a result of new technology, social media, and interactive consumers. The contributors to the first volume examine the history of advertising, especially its concepts, and how traditional forms of advertising have evolved into newer forms of advertising. Organized into three parts, the volume presents consumer-centric advertising, digital transformation, customer relationship management, interactive media, user-generated content, native advertising, streaming video, gaming and advertising, and experiential marketing, among other topics. The contributors to the second volume, which is also organized into three parts, discuss social media engagement, social media marketing, social media behavior, mobile platforms, real-time marketing, new media advertising, search marketing, programmatic advertising, and ethical advertising, among other subjects. The chapters are informative and easy to read.

An addition to Routledge's "The Basics" series, this comprehensive handbook is a knowledge-based look at the industry and practice of public relations. The first part of the book, "Understanding Public Relations," defines what PR is, and what it is not. Smith (Buffalo State, SUNY) emphasizes ethics and professionalism of the practice. Included in the first section is a brief history of the profession, current status of PR around the world, and the various types of public relations and skills needed to be successful in the field. The second half of the book, "Public Relations Planning," addresses the steps necessary to effectively develop a PR plan in a "how-to workshop" format. As the author is a professor of public communication, it is only fitting that the book includes an appendix offering guidance for career seekers. Chapters are peppered with examples of effective PR. A thorough glossary is included, as is a substantial list of recommended readings. This book would appeal to students considering a career in public relations or business owners looking to develop a PR strategy.

Smith, vice president at Hearst Digital Media, offers an overview of digital advertising and its potential. The volume, largely distilled from approximately 400 interviews, is grounded in numerous examples that clarify and elaborate upon the complexities of new digital media. The author explains how Mad Men–style advertising approaches are being adapted to meet the habits of current digital consumers. Search engine marketing, the impact of Google, ad networks, paid-search advertising, real time bidding, and data collection and its effect on privacy make up the primary focus of this volume. The author concludes by examining the ways in which new technologies force the advertising industry to shift its course; his argument concentrates on how recent developments in mobile and smart phones have posed a challenge to classical advertising models. Certainly, he is on trend, denoting how, as users move toward tablets, mobile phones, and other handheld devices, society may have reached a post-PC era. Although the author's knowledge is expansive, this book might work better as supplemental reading on the subject. A better choice for answering reference questions might be Damian Ryan's hefty Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, 3rd ed. (2014).

Although the topic of the book is very narrow, Crawford (North Dakota State Univ.) provides a tremendous amount of insight and detail about the subject of cigarette advertising. The book gives a detailed account of the tobacco industry's strategic targeting of colleges and universities and the role the industry played in supporting student media. There was a time when the tobacco industry's grip was so strong many doubted whether student newspapers and other campus media could survive without cigarette advertising. To tell her story, the author divides the book into three parts. The first part covers the history of tobacco companies and student media, the role the FTC played in regulating advertisements, and the eventual voluntary ban on cigarette advertising in campus newspapers. The second part focuses on the advertisements themselves, and provides a detailed analysis of the use and quantity of ads broken down by decade and cigarette brand. The conclusion looks at the themes and appeals used by the industry and the various promotions undertaken to reach college students after advertising was discontinued in 1963. In short, the book offers a detailed inside look at the tobacco industry's calculating strategy to entice a young population to use its products.

This collection of essays on the history of visual merchandising offers outstanding variety and detail for specialists of the advertising and merchandising trade. Editor Iarocci (architecture, Univ. of Washington, Seattle) states in her introduction, "in terms of its perceptual and psychological impact, the goal of visual merchandising has been not simply to promote and display commodities, but ultimately to engage and persuade the potential possessor of the goods." Essays are organized in three parts: "Promotion," "Products," and "Place." In "Promotion," essays discuss the development of mid-19th-century commercial space centering on downtown, and specifically how windows and architectural space were used. By 1900 the Germans had accentuated this in the creation of Sachplakat, visual ad domination. Finally, a history of advertising is represented by Bell Telephone (AT&T). Essays in "Products" define the marketing of Pontiac (General Motors) hood ornaments; the store mannequin as an attraction for female consumers especially; and in London the booming market for Chinese and Oriental goods. The historical focus in "Place" is on the architecture of early US car dealerships; funeral home expansion to the consumer market; the burgeoning American truck stop industry; and finally, luxury merchandising in New York City and Los Angeles.

Challenging the traditional assumptions and myths of organizational reputation, Dowling (Australian marketing researcher and author) suggests that although it may seem otherwise, professional reputation consulting, company transparency, social awareness, and environmental sustainability are less important to an organization’s reputation than being significantly better than one’s competitors at providing goods and services. Based on his ongoing, multidisciplinary research, he concludes that the rewards of respect and admiration are the result of two strategies: “Being the best at something or being the best for someone.” While he questions the existing ideologies, throughout the book’s 11 chapters he draws on short global case studies to provide an exciting new perspective and insight into the ways in which contemporary organizations do and should approach programs that uniquely create competitive advantage and enhanced stakeholder value. The book concludes with an excellent FAQ and an appendix on calculating the expected value of employing a customized corporate reputation review. For professionals, scholars, and researchers, the book is an important reference and practical guide to the organizational culture required for the successful development and implementation of a strategic approach to reputation management.

Too often histories of the golden age of radio focus on the celebrities of that era and ignore the forces that created and shaped the programs that aired. In this important, pathbreaking book, Meyers (communications, College of Mount Saint Vincent) remedies that mistake. She reminds readers that an understanding of American popular culture must include an understanding of the finances of the industry that funded programs intended for a popular audience. In 10 chapters, Myers examines the important role of advertising agencies in creating, producing, and writing the most popular radio programs of the 1920s through 1940s. After a brief history of the origins of modern advertising, Meyers discusses the beginnings of commercial broadcasting, including the debate over how best to attract and sell products to an audience. To demonstrate the control advertising agencies had in shaping the broadcasts, she profiles two of the era's most successful firms. She concludes the book with radio's response to the first decade of television. Well written and organized, this book is a welcome addition to a growing number of revisionist studies of the broadcasting industry.