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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.
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.
See all Editorial Reviews
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.
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.
See all Editorial Reviews
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31
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- The Conquest of Cool: Business Culture, Counterculture, and the Rise of Hip Consumerism by Thomas Frank on 5 pages
- The 7 Universal Laws of Customer Value: How to Win Customers & Influence Markets by Stephen C. Broydrick on page 65, and Back Matter
- Business, Not Politics: The Making of the Gay Market (Between Men~Between Women: Lesbian and Gay Studies) by Professor Katherine Sender in Back Matter (1), and Back Matter (2)
- Adcult USA: The Triumph of Advertising in American Culture by Professor James B. Twitchell on page 110, and Back Matter
- Adcult USA by Professor James B. Twitchell on page 110, and Back Matter
See all 31 books citing this book
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