Our MD Simon Foster makes his selection of must-reads for those working in advertising and communications strategy.
If you want to brush up your knowledge of advertising and media planning, here are a few books I’d recommend. If you click the link you can find the book on Amazon.
The Communications Challenge: A practical guide to media neutral planning A practical guide to communications planning. Becoming quite collectible. Even I’m in it.
The Advertised Mind: Groundbreaking Insights into How Our Brains Respond to Advertising by Du Plessis, Erik (2005) Hardcover Interesting look into how advertising works from another practitioner, Erik Du Plessis
Advertising Effectiveness: Findings from Empirical Research This is a serious tome on understanding advertising effectiveness. Not a high profile book, but actually one of the best books on advertising effectiveness you can buy from Giep Franzen.
How to Do Better Creative Work (Prentice Hall Business) I worked with Steve Harrison for a couple of years. A remarkably understated authority on developing creative work.
101 Contrarian Ideas About Advertising: The strange world of advertising in 101 delicious bite-size pieces Contrarian thinking from Bob Hoffman who revels in challenging the industry’s status quo and accepted wisdoms. And he’s often right. Practitioner.
My Life in Advertising and Scientific Advertising (Advertising Age Classics Library) As far as I know this is the only pre-war (and I mean WW2) book on advertising that is still in print. That’s probably because it was written by a copywriter who was paid by how much he sold. And he was paid a lot.
Sexy Little Numbers: How to Use the Data You Have to Increase Sales and Grow Your Business at Virtually No Cost A lot of business and marketing problems can be better understood and even solved with numbers. Not many people realise this. Maex points the way.
Disruption: Overturning Conventions and Shaking Up the Marketplace (Adweek Magazine Series) TBWA used the disruption model for new business for about 20 years, as far as I know they still do.
Media Planning: A Practical Guide, Third Edition (NTC Business Books) This is a great place to start with good accessible coverage of all the basics in media planning and buying.
How Brands Grow: What Marketers Don’t Know Many brands suffer from problems that are defined at the category level, but not many marketers or agency staffers understand how categories behaviours actually work. They naturally prefer to look at consumers. Byron Sharp’s How Brands Grow shows that you must look at both.
Effective Advertising: Understanding When, How, and Why Advertising Works (Marketing for a New Century) A comprehensive “meta study” of research into advertising effectiveness from Gerard Tellis.
Predatory Thinking: A Masterclass in Out-Thinking the Competition There have been mixed reviews for this selection of Dave Trott blog posts, but as far as I know non of the reviewers have achieved anything like the reputation he enjoys.