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

~ (Author), Reva Basch (Editor), Linda Garrison managing director Ogilvy & Mather (Foreword)

Editorial Reviews

Product Description

Thirteen research professionals from the world's leading advertising and marketing organizations share the tips, techniques, and resources that have made them the best in the business. Mindful of the cultural and demographic shifts that are taking place worldwide, this book focuses on ad agencies that specialize in general advertising, interactive marketing, sales promotions, and multicultural target audiences. The firms represented include TBWA/Chiat/Day, Leo Burnett, Carmichael Lynch, Burrell Communications Group, and UPSHOT.

About the Author

Grace Avellana Villamora is the director of knowledge management at Euro RSCG Tatham Partners. She lives in Chicago.

Product Details

• Paperback: 256 pages
• Publisher: Information Today, Inc. (March 3, 2003)
• Language: English
• ISBN-10: 0910965633
• ISBN-13: 978-0910965637
• Product Dimensions: 9.4 x 6.1 x 0.6 inches
• Shipping Weight: 13 ounces (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon.com Sales Rank: #1,680,808 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

3 of 4 people found the following review helpful:

5.0 out of 5 stars Especially intriguing are the case histories, May 16, 2003

By	Midwest Book Review (Oregon, WI USA) - See all my reviews

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.

5.0 out of 5 stars Good to know I'm not alone, January 18, 2008

By	K. A. Mills (Greensboro, NC United States) - See all my reviews (REAL NAME)

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.