Customer Reviews

1001 Advertising Tips

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I didn't know anything about this book before I read a review by John Kremer. Mr. Kremer is an expert on book publishing and marketing. He is also the author of a number of books on marketing, including 1001 Ways to Market Your Books, The Complete Direct Marketing Sourcebook and High-Impact Marketing on a Low-Impact Budget.

Here is what Mr. Kremer has to say about 1001 Advertising Tips:

"I use 1001 Advertising Tips as an ideal stimulator. Great sections on headlines that get results, copy that sells, effective typefaces, comparative advertising, and effects of repetition."

Mr. Kremer, you're right! 1001 Advertising Tips is exceptionally good, written with energy and full of ads. Dupont's passionate interest in advertising and knowledge about his subject are evident. Unlike most advertising books, this one provides its information in a light and conversational way.

This book addresses the question: How to Create Advertising that Sells? The writing is direct, and the book design is spacious, with lots of subheads and photographs.

This very detailed book can be understood by anyone with an interest in advertising. Many of the names will be familiar, Ogilvy, Caples, Bly, Hopkins, etc., but other lesser-known figures are also included.

I'm not yet 2/3rds of the way through Luc Dupont's book, but already, I am disappointed. He's collected lots of tips from lots of sources, but the book is filled with contradictions (sometimes within pages of each other), bad editing, bad proofreading, and the perpetuation of outright myths.

I wouldn't have even posted a review, had Dupont not repeated that old nonsense about the Chevy Nova not selling well in South America because the name translates as "doesn't go." (Actually, Dupont doesn't even get the myth right, saying it means "It doesn't work.")

The fact is, this IS a myth, no matter how many times it is told, and even though it is often told by no less than Landor Associates, one of the world's largest "naming" organizations.

The editorial sloppiness is annoying too. At one point, actor Don Johnson is listed - on the same page - as endorsing both Coca Cola AND Pepsi. Legendary direct mail writer Dick Hodgson is listed as "Dick Richard S. Hodgson," and typos abound.

Trouble is, all these inaccuracies make one wonder how many are as yet undiscovered. And that, in a book that purports to present proven techniques, really hurts credibility.

This book is arranged in ten thematic sections with subdivisions. Each chapter is a well-researched mix of scientific knowledge and concrete examples.

The written style is lighter and more easily readable than that of a typical advertising book. An extensive index and chapter notes are provided for easy referencing. Sources include: Advertising Age, Adweek, Harvard Business Review, New York Times and The Wall Street Journal.

This is truly a quality book. Recommended for academic and public libraries that serve marketing students, small businesses and entrepreneurs.

I took a chance on this book and it's turning out to be a "must have." Some of the stuff you may already know (headlines and copy tips), but all of it is based on solid research, which could be handy ammunition later when standing your ground on a point with a client. Other things were new to me, such as 50 ways to position a product, what layouts work best, and the hidden meaning of colors. (That last one fascinates me.) Some of the book reminds me of my own "AMA Complete Guide to Small Business Advertising," but I think Dupont either did a better job than me or at least created a necessary companion volume to my book. At any rate, I think it's more than worth the $20 price on the cover. As we say here in Texas, "Go Git Et!"

This book is a reference to understand the world of advertising and the power of advertisement. It is easy to read and contains many examples of advertisings. A must.