The former advertising columnist for the New York Times provides a close-up look at the advertising industry, following Subaru of America as the company selects a new ad agency and tracing the history of American advertising. 25,000 first printing. Tour.
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Book Description
Editorial Reviews
From Publishers Weekly
This richly detailed book offers an enjoyable and insightful ride into the American world of advertising. Rothenberg, former advertising columnist for the New York Times, had behind-the-scenes access to Subaru's search for a new advertising agency and the ensuing campaign. He describes agencies vying with ideas and flash (one rented 36 new Subarus for its staff), traces the U.S. market share of the stolid Japanese import automobile and unravels the philosophies and tactics behind hype as agencies propose new Subaru slogans. After Wieden & Kennedy wins the account ("Subaru. What to Drive"), Rothenberg delves into the agency's history with Nike, and the complex process of creating advertisements. Animated by deft description and well-captured dialogue, the narrative canters along, though Rothenberg, despite having so much interesting material, should have trimmed a bit. The book concludes in 1993, with TV viewers giving thumbs down to the campaign and Subaru firing Wieden & Kennedy. Thus, the reader concludes: much effort and creativity in the ad world often goes for naught.
Copyright 1994 Reed Business Information, Inc.
Copyright 1994 Reed Business Information, Inc.
From Library Journal
Rothenberg, a former advertising columnist for the New York Times, tells a long, sometimes excruciatingly detailed story of Subaru's attempt to boost sales by sprucing up its advertising. The book reveals Subaru's unrealistic expectations of what advertising could do for it at a time when car sales were down at all companies due to the economy. Subaru had several agencies present campaign proposals, at considerable time and expense. Hired to put together a creative plan, the ad company Wieden and Kennedy, a relatively inexperienced agency known for its work for Nike, was finally forced to knuckle under, producing ads similar to those of other car companies. After these ads ran during the Super Bowl and sales were not as desired, the agency was fired, no doubt to its great relief. Businesspeople may find this jargon-laced insider's view of an ad campaign highly instructive.
Sue McKimm, Cuyahoga Cty. P.L., Parma, Ohio
Copyright 1994 Reed Business Information, Inc.
Sue McKimm, Cuyahoga Cty. P.L., Parma, Ohio
Copyright 1994 Reed Business Information, Inc.
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Most Helpful Customer Reviews
5.0 out of 5 stars
How You Got Suckered Into Buying A Car,
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This review is from: Where The Suckers Moon: An Advertising Story (Hardcover)
This slyly amusing, very informative book is as lively and relevant now as it was sixteen years ago. Perhaps more so. Advertisers are now partially responsible for the continuing existence of their clients and there are fewer models to impress upon a (hopefully) gullible public. In some senses it's the morganatic brother to Tracy Kidder's "The Soul of a New Machine" in that both are careful, thoughtful dissections of a process the public never sees. Both have more than just a quick glance and have lengthy, thoughtful passages where the process is carefully examined and explained. It takes the "sex" out of what is sometimes seen as a sexy approach to advertising cars but shows how sex is manipulated to be at once titillating and yet keeps it suspended, beyond the point where it would offend "the little woman". (But it does point out how far we've come in gender relations and politics. Now women make more than 50% of the decisions when making a vehicle purchase. No longer do slinky models replace hood ornaments.) At the end one will feel armed to go buy a car and also a bit foolish remembering how they were conned to buy the last one.
4.0 out of 5 stars
Good insights and history for those working in advertising.,
By albelote@aol.com (Nashua, NH, USA) - See all my reviews
This review is from: Where The Suckers Moon: An Advertising Story (Hardcover)
Although the book is somewhat long (as another reviewer commented) it is certainly worth reading, and delivers some great insights into the ad business for young writers and designers.
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