How does advertising work? Does it have to attract conscious attention in order to transmit a 'Unique Selling Proposition'? Or does it insinuate emotional associations into the subconscious mind? Or is it just about being famous... or maybe something else? In Paul Feldwick's radical new view, all theories of how advertising works have their uses - and all are dangerous if they are taken too literally as the truth. The Anatomy of Humbug deftly and entertainingly picks apart the historical roots of our common - and often contradictory - beliefs about advertising, in order to create space for a more flexible, creative and effective approach to this fascinating and complex field of human communication. Drawing on insights ranging from the nineteenth-century showman P.T. Barnum to the twentieth-century communications theorist Paul Watzlawick, as well as influential admen such as Bernbach, Reeves and Ogilvy, Feldwick argues that the advertising industry will only be able to deal with increasingly rapid change in the media landscape if it both understands its past and is able to criticise its most entrenched habits of thought. The Anatomy of Humbug is an accessible business book that will help advertising and marketing professionals create better campaigns.

The Anatomy of Humbug: How to Think Differently About Advertising

Business & Money

Feldwick, Paul

Marketing & Sales

Matador

Throughout history, selling and entertainment have gone hand in hand - from the medieval pedlar and the medicine show, to generations of TV commercials featuring song and dance, comedy, and cartoon animals, right up to today's celebrities who launch their own multi-million dollar brands. There are good reasons for this; we now understand better than ever before the psychological and sociological reasons why apparent frivolity creates serious business benefits. 
And yet the advertising business today seems reluctant to embrace its powerful links with popular culture. Misled on one side by managerial myths of rationality and logic, and on the other by a cultish misunderstanding of 'creativity', it risks forgetting how to appeal to the public, and how to build successful brands. As a result, evidence suggests, today's advertising is less liked and less effective than ever before. 
But it is not too late to reverse this trend. Advertisers and agencies who read this book will rediscover why the pedlar sings, and despite what we've all been told, why people do buy from clowns. They will be inspired to make their advertising more popular, more famous, more fun again - and much more effective. 
'This is a fabulous book. ...It is possibly the book I would most highly recommend to anyone in marketing.' 
Rory Sutherland, Vice Chairman, Ogilvy

Why Does The Pedlar Sing?: What Creativity Really Means in Advertising

What is Brand Equity, Anyway? is a must-read for those involved with creating, planning and researching effective brands and advertising. Advertising and marketing academics or anyone interested in the field of advertising and brand strategy should add this book to their collection. What is Brand Equity, Anyway? explores the way in which brands work, the factors that define the making of a strong brand and how brand strength can be measured and monitored. Part two takes this knowledge forward into creating a measurably successful advertising campaign: "Advertising is an expensive business. Those who spend money on it should want to know what results they’re getting. And those who plan and create it should want to find out if what they’re doing is working; and how, and why it’s working (or not), in order to learn how to do it better next time." Feldwick is a master at raising, reasoning and resolving the questions that go to the very heart of the advertiser’s raison d’être. If you are seeking to enter the holy of holies in the world of advertising reading a copy of What is Brand Equity, Anyway? is an advisable first step.

What is Brand Equity, Anyway?

NTC Publications

Advertising Works

See the best price to sell, buy, or rent books by Feldwick, Paul. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Feldwick, Paul

See the best price to sell, buy, or rent books by Feldwick, Paul. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

The Anatomy of Humbug: How to Think Differently About Advertising

Why Does The Pedlar Sing?: What Creativity Really Means in Advertising

What is Brand Equity, Anyway?

Advertising Works