Book Description
ADVERTISING AND INTEGRATED BRAND PROMOTION, 4th Edition is highly visual and provides an integrated learning experience for the student. The new edition continues the tradition of delivering a solid understanding of advertising strategy, through a clearly written text as well as through the most contemporary ads. The table of contents follows the same process as an advertising agency. Like other aspects of business, good advertising is the result of hard work and careful planning. The new edition of Advertising and Integrated Brand Promotion illustrates how to best accomplish this.
Book Description
Duct Tape Marketing is the small business marketing road map - A collection of proven tools and tactics woven together in a step-by-step marketing system that shows small business owners exactly what to do to market and grow their businesses.
This guide combines insights gained from over twenty years of successfully working, in the field, with real-life small businesses.
There are no theoretical complexities presented in Duct Tape Marketing - just simple, effective and affordable marketing that sticks.
CAREFUL! Duct tape is a serious tool... it sticks where you put it. So are the ideas in this book. If you're ready to make a commitment and are willing to make something happen, John's book is a great place to start.
--Seth Godin, author of Purple Cow
For all those who wonder why John Jantsch has become the leading advisor and coach to small businesses everywhere, Duct Tape Marketing is the answer. I have never read a business book that is as packed with hands-on, actionable information as this one. There are takeaways in every paragraph, and the success of John's blog is living proof that they work. Duct Tape Marketing should be required reading for anyone who is building a business, or thinking about it.
--Bo Burlingham, editor-at-large, Inc. magazine, and author of Small Giants: Companies That Choose To Be Great Instead of Big
Duct Tape Marketing is a worthy addition to the growing library of how-to books on small business marketing -- concise, clear, practical, and packed with great ideas to boost your bottom line.
--Bob Bly, author of The White Paper Handbook
With the world suffering from depleted reserves of trust, a business that sells plenty of it every day tends to create the most value. The great thing about trust as a product feature is that it delivers exceptional returns. With this book, John Jantsch has zeroed in on exactly what small businesses need to sell every day, every hour.
--Ben McConnell, co-author of Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force
John Jantsch has provided small businesses with the perfect perspective for maximizing all marketing activities - offline and on. Jantsch has the plan to help you thrive in the world of business today. Read it, all your competitors will.
--John Battelle, cofounding editor or Wired and author of The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture
Duct Tape Marketing is a great read for anyone in business. It has fresh ideas laid out in a practical and useable way. I highly recommend this book for growing any business.
--Dr. Ivan Misner, Founder of BNI and Co-author of the New York Times bestseller, Masters of Networking
Customer Reviews:
Small Business Must Have for your Tool Box.......2007-08-31
I can't say enough good things about this extremely useful tool. Duct Tape Marketing (or as Brian Small and I refer to it as "DTM") breaks the paradigm of what most small business owners "think" marketing is all about.
I've consulting small businesses in the way of marketing for years as well as worked to keep my own business(es) on track with marketing. Now it's as though I've taken a good tool in my toolbox and turned it into a hyper-drive power tool.
If you're thinking about starting a small business or have a well established small business then this book will make any time you spend on marketing much more effective.
This book was recommended to me by my friend and business com padre by Brian Small (www.briansmall.com) and in the last month I've recommended to many other small business owners. If you don't take time to work "on" your business then you're going to fall short of your potential. Make it a priority to read this book in a 4 week period.
Kyle Dreier
A Good Book on Marketing and Worth the Price.......2007-08-06
Although this book is not in my top ten of marketing books, it is still a good book with some useful ideas. There are many keys to successful marketing. Unfortunately, if one or more keys is missing, the total marketing effort can be wasted.
This book covers many of the keys. I wish it showed better how the pieces fit together to make a complete sale, but it does a good job on the keys it does cover. If you are a small business owner, read the book and use the ideas. You will see positive results.
One of the best books on marketing that a small business owner can read.......2007-08-03
To say "Duct Tape Marketing" is a great book is an understatement. As an entrepreneur who has founded two small companies, I found John Jantsch's approach to help customers to know, like and trust you more to be intuitive, yet very powerful.
He got my undivided attention from the point he proposed having you first identify your ideal clients (as early as in page 5) and asking you to fire about 20 percent of your past customers, if they no longer fit into the picture of your current business. Now THAT makes sense and it is SO powerful: I could recall the occasions when I was spending time pursuing projects that were not a good fit for the goals of our company, but we still pursued them ("Hey! It's business!"). Since I read that section, I've felt more comfortable not pursuing distracting projects.
He then proceeds to walk you through the discovery and delivery of your marketing message in a way that speaks to the heart of those ideal customers you identified early on. The rest of the book is packed with tactics to get that message in front of your target audience and help them contact you and refer you.
These easily are the best 300 pages I have read since I became a small business.
Love it!.......2007-07-23
This book has WONDERFUL, thorough advice for the small business. It really gets the creative juices flowing. I highly recommend this book.
Want More Customers? Then Read This Book!.......2007-07-17
Regardless of what you already know about marketing a small to mid-size business, this book is for you. It's a powerful tool that focuses on your specific marketing needs and your specific capabilites. John Jantsch doesn't merely tell you what to do, he explains how and why to do it. The information is clear, concise, and surprisingly thorough. John covers a broad spectrum of important marketing issues, starting from the basics of defining your customer, to a well-written summary about the power and value of effective Internet marketing. If you're smart, you'll read this book and then keep it handy as an ongoing reference tool.
Average customer rating:
- A Must Read for Marketing Professionals
- Definitive, complete, timeless
- Definitive, complete, timeless
- Best Business Book
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Direct Marketing: Strategy, Planning, Execution
Edward L. Nash
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ASIN: 0071352872 |
Book Description
The "master strategist of direct marketing" has enhanced his classic reference with a wealth of proven direct mail strategies for the Internet age. This eagerly awaited edition adds in-depth information on profitable use of the Web for direct response sales, as well as increased coverage of alternative media, infomercials, telemarketing, and database marketing.
Customer Reviews:
A Must Read for Marketing Professionals.......2003-07-30
When I first ordered Direct Marketing it sat untouched on my desk for several weeks. At two inches thick (I measured it), I was dreading another boring tome that took a thousand words to say what could have been covered in ten. When I finally cracked the cover, I was pleasantly surprised.
Not only is Direct Marketing devoid of fluff, every word is packed with the insight of a gentleman who has obviously earned his knowledge from the school of hard knocks. As I continued to read the fourth edition of Direct Marketing I found that it is more than a book on direct mail, it's an essential read on marketing in general:
* Nash makes it easy to understand the importance and mechanics of marketing measurement and metrics.
* While emphasizing the accountability and predictability of direct marketing, Nash does not discount general marketing knowledge.
* Nash makes planning practical and concise. The chapter on marketing plans is the best coverage of the topic that I've seen.
* The Internet and other interactive vehicles are fully embraced.
In short, if you're a marketing professional, buy this book.
Definitive, complete, timeless.......2002-06-21
Mr. Nash, I love this book. I say "love" instead of "loved" because it's not a book you read once. It has become a valuable resource for our company. Thank you.
Definitive, complete, timeless.......2002-06-21
Mr. Nash, I love this book. I say "love" instead of "loved" because it's not a book you read once. It has become a valuable resource for our company. Thank you.
Best Business Book.......1999-09-07
Wonderful! Straight to the point. Packed with facts, not fluff. No pipe-dreams. Money making, practical, and thought provoking. There is so much information and advice here, it could have easily been three or four books. Well worth the full price -- a bargain on amazon. Buy it!
Customer Reviews:
More of an introduction than a handbook.......2006-01-10
OK as a starter, for someone who knows zero about media, but falls short of the mark for anyone who is a practitioner in a media-related industry. The first 100 pages are spent on "context" which might be helpful for readers who know nothing about marketing either (Ms. Katz feels it necessary to tell us what the 4Ps are...), but this leaves very little for anyone who actually needs to DO media buying, planning or research.
The Media Handbook a Handy Reference to Media Planning.......2003-06-19
Helen Katz' The Media Handbook is an easy to follow guide which will help a wide range of marketing/advertising students and practicioners gain a basic understanding of the media planning process. I feel comfortable making this observation as a former media planning executive at DDB Chicago advertising agency and now as instructor teaching two media planning courses at Loyola University Chicago.
This book begins with chapters on "What is Media" and "Media in the Marketing Context" then moves through the steps of the media planning process before it concludes with chapters on media buying and media plan evaluation/accountability. It provides a good overview of media planning yet spares the reader exhaustive explanations of media terminology and media math calculations found in may college media textbooks.
Author Katz has authored this 3rd Edition to stay current with the rapidly changing media environment. To a reasonable extent, she has succeeded although today's digital media technology changes are occuring at such a breakneck pace that any media textbook is somewhat out of date a week after it has been written.
A broad cross section of the marketing/advertising community will find The Media Handbook to be a useful reference source in understanding the role of media planning in the marketing communications process.
Book Description
“A significant one-volume reference on the business of advertising, this work is recommended for undergraduate through professional collections.”
—R.R. Attison, CUNY College of Staten Island
“John Philip Jones belongs to an elite group of intellectual adventurers searching for true meaning in an increasingly complex communication industry. Anyone involved in understanding how brands are born and nurtured should follow his work with keen interest.”
--Andy Fenning, J. Walter Thompson, New York
John Philip Jones, best-selling author of
What’s in a Name? Advertising and the Concept of Brands and
When Ads Work: New Proof That Advertising Triggers Sales, has edited an authoritative handbook of successful advertising procedures. All aspects of the business—creativity, media planning, operations, and specialty advertising—are fully represented in this comprehensive volume. Chapter authors reflect on a global mix of academic and professional backgrounds, and include David Ogilvy, Don E. Schultz, John Deighton Randall Rothnberg, Herbert Krugman, and John Philip Jones himself. Most chapters have been specifically written for this volume, and are complemented by a few adaptations of classic articles. The result is a single knowledge bank of theory and practice for advertising students and professionals. This handbook is part of a series of edited by John Philip Jones, when complete, will comprise a complete library of essential advertising theory and practice. How Advertising Works has already been published; future volumes will address the key topics of brand building and multinational advertising.
Customer Reviews:
An International Treasure.......2004-02-20
John Philip Jones is an international treasure in the advertising business. A 25+ year veteran of J. Walter Thompson Advertising, Jones built some of Thompson's most successful agencies and was responsible for some of their most successful campaigns in Europe and around the globe. When he entered academia, the American Advertising Federation awarded him the 1991 Distinguished Advertising Educator award for his work at Syracuse University. This book is the perfect combination of theoretical excellence and real-world practicality. A MUST read for anyone who wants to make their mark in the advertising business today.
Great food for thought.......2000-02-20
Reading this book sort of helps you put things you know in the right perspective in addition to giving you valuable insights into our business. It is a MUST read for any advertising professional, especially those involved in Agency management, client service and media.
Book Description
The bible of media planning for more than 25 years, Advertising Media Planning teaches the fundamentals of planning, purchasing, and evaluating the effectiveness of advertising. It also emphasizes today's rapid proliferation of media choices. This new edition covers the increasing use of nontraditional and interactive media, including interactive television and the Internet.
Customer Reviews:
Really Helpful.......2007-01-09
I got this book in order to refresh myself on the media planning process and it was very helpful. The different topics were clearly outlined and reflected a logical thought process.
It even goes into non-traditional media which I have not seen in any other books.
My only disappointment related to the way it addressed planning in markets which do NOT have exhaustive media information. I'm sure that was not the intent of the book anyway, so that's my problem.
A good, informative read...must see for new media buyers/planners.
A great primer and information resource!.......2003-07-28
I've worked in the media departments of two major advertisers and a major advertising agency--and I use this book all the time when I need help on any training sessions I am conducting. It is very thorough with all information you need, but also concise enough not to get bogged down.
For my own use, I find the section on Media Planning Resources on the Internet and invaluable tool to find more information.
A must for any media planner's or buyer's bookshelf!
Sound Media Basics.......2003-02-14
One of the mysteries of the UK ad scene is that there is no good, up-to-date, practitioner-written textbook on media planning, so the arrival of an updated version of an established US text is doubly welcome.
Jack Sissors and (mostly, as a result of Mr Sissor's ill-health) Roger Baron have done a very thorough and comprehensive job of explaining and illustrating the basics, from how to get information about any given medium to how to put together a strategy and a detailed plan.
Unsurprisingly, the material is purely US-based, and therefore includes, for example, considerable discussion of the problems of reconciling different area definitions; but analyses such as how to weight a plan by region or medium can apply, suitably modified, anywhere.
There is a wide range of suggestions for (mostly) websites from which to seek detailed information, some of which may be both unfamiliar and useful to non-US readers - the MPA's analysis of the effects of position and ad size in magazines is a good example....
Many of the references may seem old, but, as the authors make clear, they have gone back to the classic originals of basic thinking - and much of this still holds good today.
The new edition is up-to-date, with quite extensive discussion of the internet as a medium, and slightly more limited coverage of cross-media and multi-media planning. Conversely, data fusion barely gets a mention - and is not in the index. Nor are optimisers, which are not discussed in any detail - merely treated as a tool of the trade - or modelling, which gets a brief half page on p374.
If the book has a weakness, it is in the area of evaluation, which gets several mentions, but little detailed discussion. In an era where effectiveness has marched up advertisers' list of priorities, this may need addressing next time.
Nonetheless, any would-be media person should read it, and learn.
A Must Read for Anyone Getting Started in Media Planning.......2003-02-09
Roger Baron's book goes to great lengths to cover all the basics having to do with the media planning discipline. This book should be required reading for all entry level media professionalls as well as those considering a career in media planning. Well written, good flow. Highly recommended.
Great for beginners... but for directors and managers... not.......2002-07-26
Unless you want to refresh your memory on what GRPs, impressions, and reach and frequency are, or unless you want to know the definitions of these terms, this book isn't for you.
An earlier edition of this book was one of my first books when I have just entered the ad media planning field and I found it really interesting.
However, now that I have more than 8 years of working in the field, it seems to be a bit superficial. There's limited information on the debates between effective frequency, recency, and the proposed 'mid-point' of effective recency. There's also limited discussions on the role of ad media research as the media world explodes (e.g., R&F for the Net?), or the role of different channels/media beyond TV, radio, press, direct mails, and magazines.
Product Description
The Media Handbook provides a practical introduction to the complete media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan, this third edition incorporates three new topics—consolidation, consumer control, and communication accountability—reflecting the critical changes in how media today are planned, bought, and sold. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, including those emerging, such as branded entertainment and viral marketing. She provides a comprehensive analysis of planning and buying, with a continued focus on how those tactical elements tie back to the strategic aims of the brand and client. The Media Handbook includes: *numerous examples to provide a better sense of how media planning and buying work in the real world; *examples of research studies to give readers additional references for more in-depth information; *media terms defined when they are introduced, making readers more comfortable in subsequent discussions; and *a selection of key resources offered as an appendix for individuals or companies wishing to find out more about a particular service or system. This popular text is perfect for advanced students in advertising, media planning/buying, communication, public relations, and marketing, and it also will serve as an informative reference volume for practitioners.
Book Description
CREATIVE STRATEGY IN ADVERTISING provides everything students need to be successful as advertising professionals in today's fast-changing media environment. Focusing on the idea that good advertising always starts with an understanding of people and an awareness of their needs, the text moves through the creative process step by step. It focuses first on the creative person, and then on strategy and problem solving. Complementing expert instruction with extensive examples of layouts and ad copy, this book gives students the necessary tools to create winning advertising.
Customer Reviews:
A Necessary Resource for Communication, Advertising, PR, and Layout Design Majors!!!.......2007-03-02
I have had much success with this book. My professor is the editor of a widely read prestigious magazine, and she truly believes in this text. Our class has welcomed many guest speakers in the fields of Advertising, PR, and Design who all reviewed this text and found its contents to support what they practice in their professional work.
It does have some content that is slightly outdated, but with such rapid upgrades in software, this is expected. This will be one book from college I will not likely sell back!
It's a Keeper.......2003-01-17
I am a first year advertising student at Georgian College, Canada and we used this book for our copywriting class. Our teacher reccomended we keep it for future reference and that is what I will definetly do. This book was very easy to read and informative.
new edition out.......2000-08-11
NOT A REVIEW. The 7th edition of this book is out (August 2000)
Creative and interesting.......2000-05-10
I found this book to be creative interesting to the reader. Compared to ither books in the same field it's almost the best
Customer Reviews:
Introduction to Advertising Media.......2000-08-25
This book is more catered to readers who have no background on the media. It is more informational than instructional. It's great if you are looking into learning about how the media works per se but not if you are concerned about effectively positioning your products in the market. All in all, this is a great REFERENCE to keep.
Book Description
Help your students master the skills and techniques needed to research, plan, and buy advertising media. By working through carefully constructed exercises, they'll learn how to apply their knowledge of how media are selected and make well-informed media buying decisions.
Over 30 assignments, complete with in-depth discussions, cover the entire range of media problems including market analysis, media analysis, and media strategy.
Customer Reviews:
Must have if you are a Marketing Student.......2007-01-05
Is an excellent book for marketing students,
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