– By Rosser Reeves If you were forced to read just one book on advertising, which one would you go for? I have my shortlist of about five books and, amongst them, one strong contender would be Reality in Advertising by Rosser Reeves. Sadly, the book is out of print although you could, if you […]
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– By Malcolm Gladwell Why is it that certain ideas suddenly – and inexplicably – take off and become the talk of the town? What causes the tipping point? In his best-selling book – The Tipping Point – Malcolm Gladwell explains why. According to Gladwell, ‘The Tipping Point is the biography of an idea, and […]
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– By Max Sutherland I had read the first edition of Advertising and the Mind of the Consumer over ten years ago and it made a huge impact to me at the time. Max Sutherland is a marketing psychologist who has been tracking the effects of advertising communication for many of the leading global advertisers […]
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– By David Ogilvy David Ogilvy starts this book thus: ‘I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy […]
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– By Chip Heath and Dan Heath Why is it that some ideas stick and others don’t? In Made to Stick, brothers Chip and Dan Heath dissect this issue and, based on their research, they outline a set of six principles to help us come up with ideas, presentations, communication, that can be memorable and […]
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– By Luke Sullivan Luke Sullivan has the credentials to write a book on advertising from the creative point-of-view; he is an award-winning copywriter who has worked in agencies like Fallon McElligott, the Martin Agency and GSD&M. He is now the Chairman of the Advertising Department at the Savannah College of Art & Design. Hey […]
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– By Al Ries and Jack Trout Positioning was published in 1981 and thirty-two years is a long time for any book to become outdated, possibly obsolete. Yet, I would strongly recommend every young marketer to read the book, mainly because the concept of positioning is still very much in practice and it is important […]
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