Dictionary of Advertising and Marketing Concepts

?[T]his book provides a richer way to look at marketing and advertising, distilled through the breadth and depth of the author s knowledge of the field.? ? Susan Hurst, Reference and User Services Quarterly Berger has taken a very practical approach in compiling this volume and, as a result, has produced unusually for a dictionary a highly readable volume .[P]ractitioners and students will find this a useful volume. Christine D. Reid, Reference Reviews Berger ( emer., San Francisco State Univ.), an award-winning and prolific author, offers a handy dictionary-style introduction to the advertising and marketing world. Some 100 short essays and entries touch on key historical theories, concepts, and major personalities in advertising and marketing. Much of the book features ample insider vocabulary definitions, augmented with a few illustrated examples of the most significant advertisements. Both students and librarians will appreciate the references to noted authors and significant titles in the advertising and marketing fields.... Reflected in this volume are Berger's personal observations, along with experience drawn from a long career of teaching and working in the advertising world. Students and Mad Men fans alike will find this title enlightening and somewhat entertaining. It is a welcome addition to business dictionary offerings. Summing Up: Recommended. Lower- and upper-level undergraduates, general readers, and professionals. CHOICE At last! A book about advertising that gets it right. Arthur Berger's Dictionary of Advertising and Marketing Concepts provides a perceptive, in-the-trenches look at the ad business. I've been writing ads and commercials for over thirty years and can attest that Berger absolutely nails it. From the practical to the theoretical, his readable (and enjoyable!) dictionary shows pros and laymen alike what really gets the cash register ringing. Ivan Levison, Ivan Levison & Associates Regardless of whether you know a good ad from a bad one, if you re contemplating advertising or marketing as a career, want to learn more about it and some of its intricacies, or are simply just generally interested in what the business is about, Arthur Berger s Dictionary of Advertising and Marketing Concepts provides an insightful and expedient way to get an immediate global grasp of it all. Well, a lot of it. You won t learn everything, but you ll discover enough to carry on an intelligent conversation at your next cocktail party as to what they really said and meant on last week s Mad Men episode. From the Foreword by Fred S. Goldberg, Goldberg Moser O'Neill, San Francisco Berger ( emer., San Francisco State Univ.), an award-winning and prolific author, offers a handy dictionary-style introduction to the advertising and marketing world. Some 100 short essays and entries touch on key historical theories, concepts, and major personalities in advertising and marketing. Much of the book features ample insider vocabulary definitions, augmented with a few illustrated examples of the most significant advertisements. Both students and librarians will appreciate the references to noted authors and significant titles in the advertising and marketing fields.... Reflected in this volume are Berger's personal observations, along with experience drawn from a long career of teaching and working in the advertising world. Students and Mad Men fans alike will find this title enlightening and somewhat entertaining. It is a welcome addition to business dictionary offerings. Summing Up: Recommended. Lower- and upper-level undergraduates, general readers, and professionals. --CHOICE At last! A book about advertising that gets it right. Arthur Berger's Dictionary of Advertising and Marketing Concepts provides a perceptive, in-the-trenches look at the ad business. I've been writing ads and commercials for over thirty years and can attest that Berger absolutely nails it. From the practical to the theoretical, his readable (and enjoyable!) dictionary shows pros and laymen alike what really gets the cash register ringing. --Ivan Levison, Ivan Levison & Associates Regardless of whether you know a good ad from a bad one, if you're contemplating advertising or marketing as a career, want to learn more about it and some of its intricacies, or are simply just generally interested in what the business is about, Arthur Berger's Dictionary of Advertising and Marketing Concepts provides an insightful and expedient way to get an immediate global grasp of it all. Well, a lot of it. You won't learn everything, but you'll discover enough to carry on an intelligent conversation at your next cocktail party as to what they really said and meant on last week's Mad Men episode. --From the Foreword by Fred S. Goldberg, Goldberg Moser O'Neill, San Francisco