Customer Reviews

Super Searchers on Madison Avenue: Top Advertising and Marketing Professionals Share Their Online Research Strategies (Super Searchers series)

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Others books have focused on research pros who work in various fields; Super Searchers On Madison Avenue tackles those who function in the advertising and marketing world, using interviews with researchers who find and analyze information for fueling new product launches and ad campaigns. Especially intriguing are case histories showing how successful researchers made the change from traditional careers to being an online researcher.

I'm an independent information specialist with several ad agency clients. When I picked up this book, I'd been tearing my hair out over yet another "need it yesterday" assignment. As I read through the interviews in this book, I felt like I was chatting with old friends. It was good to know the challenges I faced were not unique, and I enjoyed reading about how other information pros handled them. I picked up some great ideas.

This book is an excellent introduction for researchers in the ad business, but I'd also recommend it for seasoned professionals. Each professional interviewed for this book had a different area of specialization, and since we can't specialize in everything, the advice and resources that these individuals provide may be helpful even to those who've been in the business for a long time.