Leo Burnett Book of Advertising (Hardcover)

~ Simon Broadbent (Author)

Product Details

• Hardcover: 192 pages
• Publisher: Business Books (June 1984)
• Language: English
• ISBN-10: 0091559804
• ISBN-13: 978-0091559809
• Average Customer Review: 3.0 out of 5 stars  See all reviews (1 customer review)
• Amazon.com Sales Rank: #2,363,349 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

5 of 5 people found the following review helpful:

3.0 out of 5 stars Basic, Yet informative., May 28, 2000

By A Customer

"Making advertisements involves perspiration as well as inspiration.The creative leap may never be explained, but we can prepare and capitalise on it".

Edited by Simon Broadbent, the Vice Chairman of Leo Burnett, London, the book talks about writing the ads, as well as going back to the basics in strategy and onto production, media and evaluation skills, which helps see how advertisements can be managed and improved.

Leo Burnett Ltd, established in Chicago in 1935, was the third most award-winning agency network worldwide in '97-98.The book begins on an ode to Leo Burnett, the Chieftain and driving force behind the agency. A man who laid much emphasis on non-verbal ideas, "the sheer fun of admaking", that took the form of statements with visual qualities, and whose true meaning lies too deep for words: whether the strong Marlboro man on horseback, or the benevolent Jolly Green giant selling corn, or the playful Kelloggs Frosties tiger.

the book is essentially divided into two sections- 'Techniques' and 'Case Histories', the former aiming to help one work for an agency.A much helpful read for a beginner, it touches upon effective advertising techniques like media objectives, media strategies, data presentations, campaign effectiveness, timing, quality, production methods etc. 'Advertising that sells' focuses on product dramatisation, whether through the product as a hero, or celebrity presenters or enacted slice-of-life stories or modern parables.

'Case Histories' takes on the Leo Burnett-handled campaigns. It is both a market analysis, as well as the agency evaluation of its effective utilization of the talked about techniques.

The result: Long running campaigns like Cadbury's Flakes, Perrier mineral water,Austin Metro, Sunday Express (with its famous 'where's Giles'?)etc.

Inspite of this, the book has not been very popular.Someone once said that books that noone wants to read deserve to become extinct, and that probably has happened to the Leo Burnett Book.

On the whole, I'll say, an interesting and very readable book.