Best Books on Advertising Management

Strategic Advertising Management provides the firm foundation you need to understand the effective strategic planning of advertising and other marketing communications. Renowned experts in the field, the authors draw on their extensive experience to present the essential principles of communication that demonstrate how advertising works.

Using real-world examples and 16 new case studies featuring a variety of international brands and companies such as Dutch bike rental service Swapfiet, US airline JetBlue, and British car manufacturer Jaguar, this is a resource you can trust to clearly illustrate how strategic advertising operates in a global economy.

With added coverage on social media, viral, and online advertising throughout, and a dedicated chapter on digital media, Strategic Advertising Management continues to offer the most current, comprehensive, and complete guide to the rapidly evolving landscape of the advertising industry.

Advertising Management in a Digital Environment: Text and Cases blend the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of management.

Divided into three core sections, the book provides a truly holistic approach to Advertising Management. The first part considers the fundamentals of advertising management, including leadership, ethics and corporate social responsibility, and finance and budgeting. The second part considers human capital management and managing across cultures, whilst the third part discusses strategic planning, decision making, and brand strategy. To demonstrate how theory translates to practice in advertising, each chapter is illustrated with real-life case studies from a broad range of sectors, and practical exercises allow case analysis and further learning.

This new textbook offers an integrated and global approach to Advertising Management and should be core or recommended reading for undergraduate and postgraduate students of Media Management, Advertising, Marketing Management, and Strategy, Communications, and Public Relations. The applied approach provided by case study analysis makes it equally suitable for those in executive education and studying for professional qualifications.

A candid and indispensable primer on all aspects of advertising from the man Time has called “the most sought after wizard in the business.”

Told with brutal candor and prodigal generosity, David Ogilvy reveals:

• How to get a job in advertising
• How to choose an agency for your product
• The secrets behind advertising that works
• How to write successful copy—and get people to read it
• Eighteen miracles of research
• What advertising can do for charities

And much, much more.

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.

The classic guide to creative ideas, strategies, and campaigns in advertising, now in a revised and updated third edition

In creative advertising, no amount of glossy presentation will improve a bad idea. That’s why this book is dedicated to the first and most important lesson: concept.

Structured to provide both a complete course on advertising and a quick reference on specific industry topics, it 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 specially drawn new roughs of key campaigns.

Pete Barry outlines simple but fundamental rules about how to “push” an ad to turn it into something exceptional, while exercises throughout help readers assess their own work and that of others. Fifty years’ worth of international, award-winning ad campaigns―in the form of over 450 “roughs” specially produced by the author, fifty of which are new to this edition―also reinforce the book’s core lesson: that a great idea will last forever.

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.

1. Introduction; 2. Advertising Management; 3. Classification of Advertising; 4. Consumer Communication and Persuasion; 5. Marketing Communications Processes; 6. Media Strategy in Advertisement; 7. Advertising Agencies; 8. Social and Economic Aspects of Advertising; 9. Advertising Budget; 10. The Advertising Process; 11. Advertising Scheduling; 12. Advertising Campaigns; 13. Organization of Advertising; 14. Measuring Advertising Effectiveness; 15. Legal Framework of Advertising; 16. Industrial Advertising; 17. Advertising Ethics; 18. Advertising in India; 19. Rural Marketing and Advertising in India; 20. Future of Advertising; Selected Bibliography

The second edition of Advertising Management has been revised to reflect the changes in the business environment and the industry since the first edition was published in 2006.

Beginning with an overview of advertising and sales promotion management, the book discusses in detail brand building and advertising management, the advertising agency, and the strategy and planning process in advertising campaigns. It goes on to discuss the emerging field of digital advertising, the
role of consumer behavior and advertising research, creative strategy and creative development, media strategy and planning in advertising, agency relationships, and advertising classification, and current issues. Finally, it discusses advertising law and ethics, rural advertising in India, and
globalization in Indian advertising.

The book is the right amalgamation of academic inputs as well as industry orientation. It is accompanied by a CD containing video exercises.

The ultimate guide to branding and building your business in the era of the Social Web? revised and updated with a Foreword by Ashton Kutcher

Engage! thoroughly examines the social media landscape and how to effectively use social media to succeed in business? one network and one tool at a time. It leads you through the detailed and specific steps required for conceptualizing, implementing, managing, and measuring a social media program. The result is the ability to increase visibility, build communities of loyal brand enthusiasts, and increase profits.

Covering everything you need to know about social media marketing and the rise of the new social consumer, Engage! shows you how to create effective strategies based on proven examples and earn buy-in from your marketing teams. Even better, you’ll learn how to measure success and ROI.

• Introduces you to the psychology, behavior, and influence of the new social consumer
• Shows how to define and measure the success of your social media campaigns for the short and long term
• Features an inspiring Foreword by actor Ashton Kutcher, who has more than 5 million followers on Twitter
• The revised paperback edition brings the book completely up to date to stay ahead of the lightning-fast world of social media

Today, no business can afford to ignore the social media revolution. If you’re not using social media to reach out to your customers and the people who influence them, who is?

For undergraduate and graduate courses in marketing management.

The gold standard for today’s marketing management student.

Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice.

The world of marketing is changing every day–and in order for students to have a competitive edge, they need a textbook that reflects the best of today’s marketing theory and practices. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice.

The Fifteenth edition is fully integrated with MyMarketingLab and is updated where appropriate to provide the most comprehensive, current, and engaging marketing management text possible.

Also available with MyMarketingLab ™

MyMarketingLab is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.

Rework shows you a better, faster, easier way to succeed in business. 

Most business books give you the same old advice: Write a business plan, study the competition, seek investors, yadda yadda. If you’re looking for a book like that, but this one is back on the shelf.

Read it and you’ll know why plans are actually harmful, why you don’t need outside investors, and why you’re better off ignoring the competition. The truth is, you need less than you think. You don’t need to be a workaholic. You don’t need to staff up. You don’t need to waste time on paperwork or meetings. You don’t even need an office. Those are all just excuses.

What you really need to do is stop talking and start working. This book shows you the way. You’ll learn how to be more productive, how to get exposure without breaking the bank, and tons more counterintuitive ideas that will inspire and provoke you.

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 they hate, victims of “downsizing,” and artists who don’t want to starve anymore will all find valuable guidance in these pages.

The planning and placement of advertising media is a multibillion-dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed and widely adopted text offers practical guidance for those who practice media planning on a daily basis, as well as those who must ultimately approve strategic media decisions.

Full of current brand examples, the book is a “must-read” for all who will be involved in the media decision process on both the agency and client-side. Its easy-to-read style and logical format make it ideal for classroom adoption, and students will benefit from the down-to-earth approach and real-world business examples.

Several new chapters have been added to the fourth edition, including:

• • International advertising

• • Campaign evaluation

• • The changing role of media planning in agencies, to give the reader a better grounding in the role of media in an advertising and marketing plan today

• • Evaluating media vehicles, filled with up-to-date examples

• • Search engine marketing, and a thorough revision of the chapter on online display advertising to address the increased emphasis on digital media

• • Gaming, and many new examples of the latest digital media with an emphasis on social media, and a new framework for analyzing current and future social media

• • Increased coverage of communication planning

• • Added focus on the importance of media strategy early on in the book

• • Separate chapters for video and audio media (instead of lumping them together in broadcast). This creates a more in-depth discussion of radio in particular

An online instructor’s manual with PowerPoint slides and sample test questions is available to adopters.

“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.