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Advertising: Industry in Peril.

Advertising: Industry in Peril

John Michelet

Olympian Publishing

13500 SW Pacific Highway, PMB 522, Tigard, OR 97223

0977898202 $14.95

Award-winning advertising industry insider of 35 years John Michelet presents Advertising: Industry in Peril, a no-nonsense guide to the difference between effective and utterly worthless advertising. Advertising: Industry in Peril discusses why sales are not a measure of advertising success, the massive cost of ineffective advertising, and common problems and blunders plaguing the advertising industry from mentioning the competition too often (thereby giving the competition free advertising!) to producing "onezies" rather than coordinated ad campaign. The highlight of Advertising: Industry in Peril are the fifteen expert points to creating better advertising, such as "Make a Big Promise and reasons to believe it", "Demonstrate", and "Put messaging before entertaining". In an industry with little certification, where "on-the-job training" (i.e. "learn the hard way") is the norm, and there are few official distinctions between trained professionals and amateurs sporting business cards, Advertising: Industry in Peril is an absolute "must-have" for anyone seeking to create successful ads, whether independently, for their own small business, or as a branch of a larger business, and especially vital for anyone responsible for reviewing or approving ads for a corporation.
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Copyright 2007, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

Article Details
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Author:Burroughs, John
Publication:Reviewer's Bookwatch
Article Type:Book review
Date:Jan 1, 2007
Previous Article:Management by Trust.
Next Article:From the Ground Up.

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