Best Books on Advertising Campaign

The classic guide to creating great advertising now covers all media: Digital, social, and traditional.

Hey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry. You’ll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you’ll learn more about the value of authenticity, simplicity, storytelling, and conflict.

Advertising is in the midst of a massive upheaval, and while creativity is still king, it’s not nearly enough. This audiobook is an essential resource for advertising professionals who need up-to-date digital skills to reach the modern consumer.

• Turn great ideas into successful campaigns
• Work effectively in all media channels
• Avoid the kill shots that will sink any campaign
• Protect your work
• Succeed without selling out

Today’s consumer has seen it all, and they’re less likely than ever to even notice your masterpiece of art and copy, let alone internalize it. Your job is to craft a piece that rises out of the noise to make an impact. Hey Whipple, Squeeze This provides the knowledge to create impressive, compelling work.

This is the complete and unabridged audiobook Scientific Advertising narrated from the original book as written by Claude C. Hopkins. Scientific Advertising was written by the advertising genius in 1923 and is cited by many advertising and Internet marketing personalities such as David Ogilvy, Gary Halbert, and Jay Abraham as a “must-read” book.

Hopkins used the techniques of testing and measuring the effectiveness of his ads by understanding and using the principles of psychology. After listening to this audiobook you’ll never waste money on ineffective advertising again.

“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, consumers, 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.”

Based on the single largest neuromarketing study ever conducted, Buyology reveals surprising truths about what attracts our attention and captures our dollars. Among the long-held assumptions and myths Buyology confronts:

• • Sex doesn’t sell – people in skimpy clothing and provocative poses don’t persuade us to buy products.
  • Despite government bans, subliminal advertising is ubiquitous – from bars to supermarkets to highway billboards.

• Color can be so iconic that the sight of the robin’s egg blue of a certain famous jewelry brand significantly raises women’s heart rates.
• Companies shamelessly borrow from religion and ritual – like the ritual, made up by a bored American bartender, of drinking a Corona with a lime – to seduce our interest.
• “Cool” brands, like iPods, trigger our mating instincts. The fact is, so much of what we thought we knew about why we buy is wrong. Drawing on a three-year, 7 million dollar, cutting-edge brain scan study of over 2000 people from around the world, marketing guru Martin Lindstrom’s revelations will captivate anyone who’s been seduced – or turned off – by marketer’s relentless efforts to win our loyalty, our money, and our minds.Packed with entertaining stories about how we respond to such well-known products and companies as Marlboro, Calvin Klein, Ford, and American Idol, Buyology is a fascinating tour into the mind of today’s consumers.

Investing and trading in gold and silver is always a sound idea – and that goes double in a time of unusual market fluctuation. As people look for safe places to diversify their investment risk, you’ll likely see the value of your investment go up to where other stocks are vulnerable. Gold and silver saw increases in the value of 16% and 15% respectively in 2019 – putting them among the top 10 most desirable commodities out there – and are projected to experience even more of a bear market as the dollar wobbles in an uncertain post-COVID world. This year, 2020, gold and silver are set up to have their best year of price appreciation over the past 40-plus years.

Investing in Gold & Silver for Dummies explains the different complex processes and vehicles for buying gold and silver. You’ll find out the best ways to add these to your portfolio, how to balance risk and reward, and how to adapt time-tested investing plans and strategies to your goals.

You’ll learn how to: identify your goals and form a plan; buy gold and silver safely to diversify your portfolio; use ETFs and options to profit from market ups and downs; understand when a gold and silver investment is legitimate; and use technical analysis to time your market entries.

Discover Malcolm Gladwell’s breakthrough debut and explore the science behind viral trends in business, marketing, and human behavior. The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire. Just as a single sick person can start an epidemic of the flu, so too can a small but precisely targeted push cause a fashion trend, the popularity of a new product, or a drop in the crime rate. This widely acclaimed bestseller, in which Malcolm Gladwell explores and brilliantly illuminates the tipping point phenomenon, is already changing the way people throughout the world think about selling products and disseminating ideas.

Mark Twain once observed, “A lie can get halfway around the world before the truth can even get its boots on.” His observation rings true: Urban legends, conspiracy theories, and bogus public-health scare circulate effortlessly. Meanwhile, people with important ideas (business people, teachers, politicians, journalists, and others) struggle to make their ideas “stick”.

Why do some ideas thrive while others die? And how do we improve the chances of worthy ideas? In Made to Stick, accomplished educators and idea collectors Chip and Dan Heath tackle head-on these vexing questions. Inside, the brother’s Heath reveals the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the “human scale principle”, using the “Velcro Theory of Memory”, and creating “curiosity gaps”.

In this indispensable guide, we discover that sticky messages of all kinds (from the infamous “kidney theft ring” hoax to a coach’s lessons on sportsmanship, to a new-product vision at Sony) draw their power from the same six traits.

Made to Stick is a book that will transform the way you communicate ideas. It includes a fast-paced tour of success stories (and failures), such as the Nobel Prize-winning scientist who drank a glass full of bacteria to prove a point about stomach ulcers, the charities who make use of “the Mother Teresa Effect”, and the elementary school teacher whose simulation actually prevented racial prejudice. Provocative, eye-opening, and often surprisingly funny, Made to Stick shows us the vital principles of winning ideas and tells us how we can apply these rules to making our own messages stick.

This is a book for everyone who writes or approves copy: copywriters, multichannel marketers, creative directors, freelance writers, marketing managers…even small business owners and information marketers. It reveals dozens of copywriting techniques that can help you write both print and online ads, emails, and websites that are clear, persuasive, get more attention-and to sell more products. Among the tips revealed:

• Eight headlines that work and how to use them
• The five-step “Motivating Sequence” for generating more sales and profits
• 10 tips for boosting landing page conversion rates
• 15 techniques to ensure your emails get high open and click-through rates

This thoroughly revised fourth edition includes all new essential information for mastering copywriting in the digital age, including advice on content marketing, online videos, and high-conversion landing pages, as well as entirely updated resources.

When everybody zigs, zag,” says Marty Neumeier in this fresh view of brand strategy. ZAG follows the ultra-clear “whiteboard overview” style of the author’s first book, THE BRAND GAP, but drills deeper into the question of how brands can harness the power of differentiation. The author argues that in an extremely cluttered marketplace, traditional differentiation is no longer enough―today companies need “radical differentiation” to create lasting value for their shareholders and customers. In an entertaining 3-hour read you’ll learn:

– why me-too brands are doomed to fail
– how to “read” customer feedback on new products and messages
– the 17 steps for designing “difference” into your brand
– how to turn your brand’s “online” into a “true line” to drive synergy
– the secrets of naming products, services, and companies
– the four deadly dangers faced by brand portfolios
– how to “stretch” your brand without breaking it
– how to succeed at all three stages of the competition cycle

From the back cover:
In an age of me-too products and instant communications, keeping up with the competition is no longer a winning strategy. Today you have to out-position, out-maneuver, and out-design the competition. The new rule? When everybody zigs, zag. In his first book, THE BRAND GAP, Neumeier showed companies how to bridge the distance between business strategy and design. In ZAG, he illustrates the number-one strategy of high-performance brands―radical differentiation.

From the founders of the trailblazing software company 37signals, here is a different kind of business book that explores a new reality. Today, anyone can be in business. Tools that used to be out of reach are now easily accessible. Technology that cost thousands is now just a few bucks or even free. Stuff that was impossible just a few years ago is now simple. That means anyone can start a business. And you can do it without working miserable 80-hour weeks or depleting your life savings. You can start it on the side while your day job provides all the cash flow you need. Forget about business plans, meetings, office space – you don’t need them.

With its straightforward language and easy-is-better approach, Rework is the perfect playbook for anyone who’s ever dreamed of doing it on their own. Hardcore entrepreneurs, small-business owners, people stuck in day jobs who want to get out, and artists who don’t want to starve anymore will all find valuable inspiration and guidance in these pages. It’s time to rework work.

A practical guide for providing exceptional client service

Most advertising and marketing people would claim great client service is an elusive, ephemeral pursuit, not easily characterized by a precise skill set or inventory of responsibilities; this book and its author argue otherwise, claiming there are definable, actionable methods to the role, and provide guidance designed to achieve more effective work.

Written by one of the industry’s most knowledgeable client services executives, the book begins with a definition, then follows a path from an initial new business win to the beginning, building, losing, then regaining trust with clients.

It is a powerful source of counsel for those new to the business, for industry veterans who want to refresh or validate what they know, and for anyone in the middle of the journey to get better at what they do.

Explore all aspects of marketing communications, from time-honored methods to the newest developments in the field backed by the latest research, data, and analytic techniques with one of today’s leading IMC texts, ADVERTISING, PROMOTION, AND OTHER ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS, 10E. With an emphasis on the fundamentals and practices you need, this edition focuses on advertising and sales promotion, planning, branding, consumer behavior, media buying, public relations, packaging, POP communications, and personal selling. You explore emerging topics, such as today’s popularity of apps, social media outlets, online and digital practices, and viral communications, as well as their impact on traditional marketing. Revisions to this most current IMC text on the market address must-know changes to environmental, regulatory, and ethical issues; MindTap Insights Online; place-based applications; privacy; global marketing, and memorable advertising campaigns.

How do you orchestrate the next great advertising campaign? Find out with ADVERTISING CAMPAIGN STRATEGY: A GUIDE TO MARKETING COMMUNICATION PLANS. Inside you’ll see step-by-step how to take a great idea through the complete advertising process. And because it’s focused on campaigns, ADVERTISING CAMPAIGN STRATEGY: A GUIDE TO MARKETING COMMUNICATION PLANS is loaded with the tips you’ll need to succeed in the class now and get your project chosen in the future.

“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 second 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