November 16th, 2011 
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Advertising & IMC: Principles and Practice (9th Edition) (Advertising : Principles and Practice)
<>An accessible and well-written approach to advertising.
Advertising tracks the changes in today’s dynamic world of media and marketing communication–as well as the implications of these changes to traditional practice–and presents them to readers through an accessible, well-written approach.
The ninth edition highlights the increasing importance of consumers as the driving force in today’s advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.
List Price: $ 220.00
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Guerrilla Advertising: Unconventional Brand Communication
The advertising industry is in a state of flux. In an age where we can choose what media we consume, the traditional channels of TV, press and poster are no longer always the most effective methods for a brand to reach its target audience. As a result, global brands are opting to implement ever more inventive and original schemes to get their projects talked about. Microsoft covered Manhattan in butterfly stickers, Volkswagen made a car out of ice and parked it on a London street, and Adidas suspended two soccer players high above the streets of Tokyo for a death-defying faceoff. This book shows the best international examples of the varied and inventive tactics that are being used today by big-name brands, non-profit organizations and individuals to promote themselves, their ideas and their products. Over 70 international campaigns are featured, grouped according to their approach: stunts, street propaganda, sneaky tactics, site-specific campaigns and multi-fronted attacks.
List Price: $ 40.00
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A complete mess,
The previous reviewer (“book maven”) is correct. This textbook is a virtual trainwreck- poorly written/edited (see how they misspell “Brainfog” on page 375 ), disorganized and repetitive. Each chapter rehashes the same concepts – only the buzzwords, choices of filler and the smug insights from a series of talking heads change.
Most notable, however, is the lingering sense that the authors might be a bit lost on how their subject matter relates to the real world. This is rather important for the advertisers, clients and customers that live there. They appear so clueless when they attempt to address “new” media (like the internet), that it’s downright comical. It’s not 1998 anymore. It’s time to either provide some realistic insights, or step aside and drop this volume onto the history shelf.
Any (good) advertising resource should tell you that bewildering the customer is not a sound marketing practice. Charging them $139 (and that’s the Amazon price, the list is $195) for the experience is downright unethical.
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|Too costly for typos.,
I understand that nobody is perfect, and that even after a barrage of editors, a thing or two can slip by in the publishing world. But not when a book costs $188. I was already annoyed that the 7th ed is SIGNIFICANTLY cheaper, but my professor requires 8th ed. But, I’m sure that, being an upgraded version, it must be a vast improvement over 7th, that the content is extremely different and better, and that all errors have been fixed. Then I open the book, begin to read, and on page 3 (Which both 2 and 3 are half pages, so practically page 2. Of the preface, so technically xxvii.) there is a glaringly obvious typo. Could someone please tell me what word “andeffective” is? So, this book has a lot of ground to make up for being absurdly expensive AND flawed.
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|NEEDS UPDATING,
This book cost quite a bit but didn’t have updated information to represent the shift the past couple of years to social media outlets. Was disappointing that my school chose this book.
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|It’s nice,
It’s a nice book. But it’s just a nice selection of advertising cases to browse, it’s funny to give it a look, it’s cool to keep it on a table or shelves in your office. But there’s little to none indeep analysis, and I didn’t find it particulary useful as food for thoughts.
I do not regret buying it.
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|OOH effectiveness,
Great examples of impressive outdoor campaigns. The stuff clients would like to have, even though only a few of them have the stomach to approve it. Marketing in pure status, great ideas, lots of them very inexpensive, some difficult to execute because of legal restrictions. A book to have in any library if you like effective advertising. This would be a book which would be difficult to sell over Amazon’s Kindle device because of the pictures.
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|Good to have around,
I agree that this book will be out of date soon but it is nice to see where this type of advertising started. Many of these were the first of it’s kind and truly innovative. Nice, large photos with some explanations. I think it is a good book to keep on your bookshelf as a reference.
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