JOMC 170 001 Summer 2006 Book List Descriptions from Amazon com Ogilvy on Advertising by David Ogilvy A candid and indispensable primer on all aspects of advertising from the man Time has called the most sought after wizard in the business Truth Lies and Advertising The Art of Account Planning by Jon Steel This book by account planning pioneer Jon Steel provides advertising professionals and marketers with their first practical look at a tool that is reshaping the ad industry Tested Advertising Methods Prentice Hall Business Classics by John Caples Fred E Hahn My Life in Advertising and Scientific Advertising Advertising Age Classics Library by Claude Hopkins Confessions of an Advertising Man by David Ogilvy The long awaited reissue of the million copy best seller that FORBES magazine called A valuable primer on advertising for any businessman or investor With a new Foreword by Sir Alan Parker The Fall of Advertising and the Rise of PR by Al Ries Laura Ries 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 The Art of Writing Advertising Conversations with Masters of the Craft David Ogilvy William Bernbach Leo Burnett Rosser Reeves by Denis Higgins A McGraw Hill Advertising Classic What makes a great advertisement Nearly four decades ago an unmatched group of five advertising pioneers first answered that question in The Art of Writing Advertising Their entertaining and historically compelling answers will provide advertising professionals with valuable techniques for applying breakthrough creativity and innovation in the workplace Ads Fads and Consumer Culture Advertising s Impact on American Character and Society by Arthur Asa Berger Expanded and updated from the successful first edition Ads Fads and Consumer Culture Second Edition looks at marketing strategies sex and advertising consumer culture political advertising and communication theory and process to give an accessible overview of advertising in America The End of Advertising as We Know It by Sergio Zyman Armin Brott Zyman began his career in an advertising agency worked his way up to become the chief marketing officer of Coca Cola and now runs his own marketing consulting firm Zyman addresses chief executives and marketing managers directly counseling them to get tough on their ad agencies and base their evaluation of the agency s work on whether it sells products or services not on whether it generates buzz How to Put Your Book Together and Get a Job in Advertising 21st Century Edition by Maxine Paetro Where The Suckers Moon An Advertising Story by Randall Rothenberg This richly detailed book offers an enjoyable and insightful ride into the American world of advertising Rothenberg former advertising columnist for the New York Times had behind the scenes access to Subaru s search for a new advertising agency and the ensuing campaign A Big Life In Advertising by Mary Wells Lawrence A colorful mix of historical narrative revealing personal memoir and sassy industry tell all A Big Life in Advertising offers up Mary Wells Lawrence s bubbling take on life love and plugging products Adcult USA by James B Twitchell Advertising argues Twitchell has become the lingua franca of American culture supplying a common bond that links all Americans And Now a Few Words From Me Advertising s Leading Critic Lays Down the Law Once and For All by Bob Garfield As the advertising industry s Dave Barry Garfield has written the influential ad criticism column AdReview for Ad Age for 17 years and is cohost of NPR s On the Media His first book aimed at advertising pros is a brazenly funny take on the industry practices that Garfield loves to hate The Great American Blow Up Puffery in Advertising and Selling by Ivan L Preston Ivan L Preston has created a definitive study sure to be cherished by consumer advocates but one that should be read by everyone ever influenced by advertising And that of course is every one of us Chicago Sun Times Book Week Hey Whipple Squeeze This A Guide to Creating Great Ads Second Edition by Luke Sullivan In this second edition of the irreverent celebrated book master copywriter Luke Sullivan looks at the history of advertising from the good to the bad to the ugly Updated to include the latest campaigns this edition also features two extended final chapters with indepth prescriptions for building a career in advertising and a real world look at the day to day operations of today s ad agencies Hitting the Sweet Spot How Consumer Insights Can Inspire Better Marketing and Advertising by Lisa Fortini Campbell Life After the 30 Second Spot Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising by Joseph Jaffe Jaffe marketing consultant and former advertising executive issues a clarion call to abandon the old rules of marketing and wake up to new opportunities