Book review: Ten Principles of Good Advertising
Robert Shore
Vivays Publishing Oct 2012
Advertising
is arguably the world’s most powerful industry. It not only helps
manufacturers sell billions of pounds’ worth of goods, it also plays an
important role in drawing attention to social issues
…. and can even influence who will form the next government.
Robert Shore, introduction.
We all recognise advertising when we see it – those colourful
collections of images and words that bracket our favourite television
programmes, clamour for our attention from billboards and interrupt our
web browsing. But how do we define the advertising process?
Simply put, advertising is about creating a series of messages that
share a single idea, then employing the many different types of media
available to communicate that idea to the consumer. Put another way,
it’s a paid communication that uses mass media to deliver the message of
the sponsor to the attention of his target audience. It should give a
brand a competitive edge in the marketplace, boost the launch of a
product and make the difference between success and failure.
Engagingly written by journalist and critic Robert Shore, this new title in Vivay’s 10 Principles
series provides the ideal introduction for the student of advertising
and all those interested in the subject. Drawing on the expertise of
industry professionals, the book identifies the different elements of
the process and discusses the ten key principles that underlie all great
advertising. With clear, perceptive explanations of each principle,
every chapter includes useful checklists and illustrations to guide the
reader through the development of dynamic, well-targeted advertisements.
About the author: Robert Shore is a journalist and
critic who has written widely on culture and media for newspapers and
magazines. He is a regular contributor to The Sunday Times and The Guardian
Contents: Principle 1: Know Your Audience; Principle 2: Behind Every
Great Advertising Campaign is a Great Creative Concept; Principle 3:
Less is More; Principle 4: A Picture is Worth a Thousand Words – But
Never Underestimate the Power of a Great Headline; Principle 5:
Originality is Just Copying with a Twist; Principle 6: The Medium is –
or at Least has a Serious Impact on – the Message; Principle 7: There’s
No Such Thing as Bad Publicity; Principle 8: Restrictions will Set You
Free; Principle 9: Once is Never Enough; Principle 10: Ignore All Rules
and Prescriptions.
Ten Principles of Good Advertising press release
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