Advertisers at Work - Softcover

Tuten, Tracy

Softcover

ISBN 10: 1430238283 ISBN 13: 9781430238287

Publisher: Apress, 2012

Synopsis

Conversations with some of the sharpest minds in advertising lead the reader gently into the heart of the business. A great read whether you're starting out in advertising or simply want to pick up some tips from the greats. -Mark Tungate, author of Adland: A Global History of Advertising and Branded Beauty: How Marketing Changed the Way We Look "In Advertisers at Work, Tracy Tuten conducts interviews with some of the ad world's biggest players. The interviews-ranging from advertising legend Mike Hughes to leaders of the next generation like David Oakley and Susan Credle-reveal much about the nature of creativity and why we all respond to certain ads either with a laugh or a purchase. Tuten's skillful questions also highlight how these men and women learned the craft, found mentors, and landed jobs doing things they 'didn't know you could get paid to do'. They talk about successes and failures, their hopes and dreams, and the direction of the industry as we move into the age of social and branded media. If you are in the field of advertising or one of those people who often say, 'Hey, did you see that commercial . . .' you'll find Advertisers at Work a valuable addition to your bookshelf". -John Sweeney, Distinguished Professor, School of Journalism University of North Carolina, Chapel Hill; Former Associate Creative Director, Foote, Cone & Belding In Advertisers at Work, readers will gain insights from the most interesting people working in the field of advertising today, told in their own words. Guided by interviewer Dr. Tracy Tuten, 18 advertising leaders share their favorite stories, debunk the myths of advertising, make predictions on the industry's future, pay homage to the lions of the past, and offer insights into what it takes to win in the ad game today. Each chapter is devoted to one advertising executive, showcasing that person's unique vision and perspective into the world of advertising. Who are these

About this title

Product Description

Advertisers at Work

About the Author

Dr. Tracy Tuten is an associate professor of marketing at East Carolina University, where she teaches advertising and social media marketing. Tuten is the author of Advertising 2.0: Social Media Marketing in a Web 2.0 World and coauthor of the textbook Social Media Marketing. Frequently quoted in the press, including in The New York Times, Brandweek, and the Washington Post, she is a leading contributor to industry views on branding. An award-winning scholar, her research has appeared in such journals as Psychology & Marketing, and the Journal of Business Research, among others.

About this edition

• Publisher: Apress
• Publication date: 2012
• ISBN 10: 1430238283
• ISBN 13: 9781430238287
• Binding: Paperback
• Edition number: 1
• Number of pages: 322