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Product details
File Size: 19763 KB
Print Length: 320 pages
Publisher: W. W. Norton & Company; 3 edition (August 5, 2013)
Publication Date: July 26, 2013
Language: English
ASIN: B016LATHFG
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Amazon Best Sellers Rank:
#236,286 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
I rented this book for an advertising class and unfortunately it is unlike any other textbook I've ever used in any other class. While the actual information was generally good, I had a lot of problems with the layout and organization of this book. When first looking through the book, I was surprised there were no key words associated with each chapter. Upon further investigation, I realized this book does not have a glossary or an index.The individual chapters meander through the subject, not progressing through the information in a logical, structured way. When just reading the book, this wouldn't matter, but it makes it really difficult to later study and review key concepts and ideas. Certain concepts are mentioned in multiple chapters, which was expected, but when paired with the lack of organization, just ended up causing problems. Many times I knew I had read about something in a chapter, and wanted to review it, but was completely unable to find any mention of it anywhere. I was unable to use a glossary or index to find the information, because they literally did not exist. Why someone decided that it was unnecessary for a textbook to have a glossary or an index I will never understand. This book was supposed to be a helpful resource, but very quickly became an object of frustration. If you need this for a class, good luck.
Because it contains an awful lot of information, it is not a book I reach for when I have just a few minutes to spare. But when I have serious time to set aside and focus, I find it to be very insightful and idea-generating. Of the dozens of top-rated advertising books I've read, this is probably my favorite.
Excellent book. The graphics and terms are engaging and educational. This book really helped me with marketing terms and ideas.
I can easily say that, of the dozen copywriting/persuasion books I own, this book is one of the most practical.It gets all the prerequisite stuff in there (target audience research, how to create a brief, choosing a strategy) and throws in topics people rarely cover, like how to write in a particular voice or writing non-hype headlines.i recommend this book for newbies and pros alike. And I say that as a mid-level digital copywriter with 4+ years of professional experience.
This was a text book for a commercial production course I took. It was good book, mostly a supplemental read than anything else but still helped out quite a bit.
Copy I received looked like it was dropped in coffee, and all of the pages were stuck together at the top.
Purchased this book for my Visual and Copywriting class. It has a great mix between pictures and text, and is very easy to read and follow. Would recommend this book for a communication class or just to brush up on advertising concepts.
Great book.
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