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I’m reading several very interesting books right now – some of my own choosing and some in completion of a Masters degree in Journalism (Advertising). I expect to provide some comments about these books in the near future, but for now, they are:
Ca$hvertising, by Drew Eric Whitman
This is a very interesting book that I started on a recent plane ride. It’s a tremendous book of lists – 17 Principles of Consumer Psychology; 22 Psychologically Potent Headline Starters; 7 Online Response Boosters….
Needless to say, it is a very interesting read, and it’s destined to have a prominent position on my reference shelf.
Air Wars (5th ed.), by Darrell M. West
This book examines television advertising in election campaigns. Through 70 pages it already proves that candidates may be willing to go to the biggest extremes to promote their brand while vilifying the competition. Persuasion is massively more important than information. It all makes the Coke vs. Pepsi battles look like a toddlers game. Also interesting is the method of achieving the overall goal: Win the favor of the masses by appealing to strategic, small audiences, sometimes with limited finances.
Up next: Buzzmarketing by Mark Hughes.
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