Rarely has a book about advertising created such a commotion as this brilliant account of the principles of successful advertising. Published in 1961, Reality in Advertising was listed for weeks on the general best-seller lists, and is today acknowledged to be advertising's greatest classic. It has been translated into twelve languages-French, Japanese, Spanish, Dutch, German, Italian, Portuguese, Danish, Swedish, Norwegian, Finnish, Hebrew-and has...

In 100 chapters full of wit, wisdom and uncommon good sense, Secret Formulas conjures up more of the Wizard's provocative observations on advertising, business, and life that won The Wizard of Ads 1998 Business Book of the Year Award-only this time, the book has nuts, bolt, and even more bite! The Wizard's secret formulas will show you: • How to find a champion to sell your ideas • Why targeting your market can be a big mistake • How...

Structured to provide both a complete course on advertising and a quick reference on specific industry topics, this book covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media. This edition has been updated to include expanded chapters on interactive advertising and integrative advertising, a new chapter on branded social media, and fifty...

A theoretical defense based on the philosophy of Ayn Rand and the economics of Ludwig von Mises, this book argues that the social and economic criticisms of advertising are false because they are based on a false philosophic and economic world view. Only an alternative world view can refute the charges and put forth a positive moral evaluation of advertising's role in human life.

"An intimate and profound reckoning with the epic changes assaulting the global advertising and marketing business--the lifeblood of media as we know it--from the author of five national bestsellers. Advertising and marketing touches on every corner of our lives, and is the invisible fuel powering almost all media. Complain about it though we might, and should, without it much of media and business would shrivel. The disruption has been late in coming,...

Brands today have a bewildering array of ways to communicate with their target audience. To succeed, brand owners need to know how to identify the best combination of media and how to create effective content. A lot of advertising is ill-chosen and poorly executed; understanding how to harness its potential provides strong competitive advantage. This book offers guidance to company leaders, marketers and entrepreneurs in delivering effective advertising....

"Writing Music for Television and Radio Commercials: A Manual for Composers and Students provides a comprehensive overview of the process of composing and arranging for commercials in these two very different media. The author, Michael Zager, describes the tools involved in the composition and arranging processes, then sets forth a method for using this information to create advertising music. This book is a must-have for students interested in composing,...

"Covering the latest and breaking news in Facebook advertising, this updated edition introduces revised, expanded, and new chapters covering fundamentals, Newsfeed ads, sidebar ads, and BIG data. In addition, advertisers are taken farther than just Facebook itself. Marshall and coauthors provide priceless insight into the audience, exploring what was happening before the visitor clicked on an ad and what needs to happen after - ten seconds later,...

In his previous bestselling books, global advertising icon Jean-Marie Dru explored the visionary, innovative techniques that have become a hallmark of TBWA Worldwide campaigns. Now he gives a first-hand account of how the bold methods of disruption launched TBWA to the forefront of international advertising. Here he shares personal insights and anecdotes about his life in advertising as well as lessons learned, revealing how client campaigns for Nissan,...

The author takes the reader inside the world of advertising, offering stories and observations from working at America's best-known agencies with clients from Pizza Hut to the Holocaust Museum.