Association of National Advertisers Guide to Media Management

Written by Herbert Zeltner this was an interesting read about the advertising industry. The book itself is outdated with regards to developments of the internet and new media. It is however a very interesting read if you are into advertising and marketing. It covers many basic concepts that have to do with the advertising industry and the management side of it. It's written in a very basic and informative way, how an 'Advertising Management for Dummies' might be written. It consists of a very informative history of the advertising industry as well as a focus on the boom and development of advertising during the 60's and 70's

The main sections that the book covers are the impact of changes in the media on advertising choices, which is an interesting concept to consider because the landscape of media and technology is always evolving. The next main concept is about developing and implementing media plans. For example, how to go about developing multi-platform advertising campaigns. Next, what I found to be of interest was the discussion of full-service agencies, agencies of record, independent media services and the in-house approach.

I enjoyed this book a lot because it helped to demystify many concepts of the advertising industry that were confusing to me. It was also informative about the role of management in the industry.

Jody Scott