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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