Planner’s reading list additions

In my last post I started compiling a list of required reading for anyone working in advertising or marketing communication.

Since then I’ve had chance to read another book I would definitely add to the list:

The Anatomy of Humbug: How to Think Differently About Advertising by Paul Feldwick.

In fact, I’d go so far as to suggest that for anyone just starting out in the industry this may even be the best place to begin, given that it’s essentially a book about books about advertising.  Meta.

Firstly, it’s described as a ‘wonderfully sane book’ by Jeremy Bullmore, and frankly any book for which Jeremy Bullmore is prepared to write the foreword has got to be pretty good.

But more interestingly, as Feldwick asserts from the outset, it’s not a book about ‘how advertising works’; it’s a book about ‘how people think – or assume – advertising works.

So in one very short, enjoyable and easily readable text we get not only a summary of all the key theories of how and why advertising works, but also an explanation of how those theories were developed and popularised.  (Spoiler alert: the evidence behind a lot of the theories we now accept as fact was often built on the flimsiest of evidence to suit the needs of the proponent).

If you’re anything like me you’ll come away realising you know even less than you thought you did, but in a good way. Definitely recommended.

Another book I missed off the original reading list that merits inclusion is:

The Filter Bubble: What the Internet is Hiding From You by Eli Pariser.

Written in 2011, Pariser’s view of the computer as a one-way mirror that reflects your interests and reinforces your prejudices is arguably even more apposite today as we move towards ever greater degrees of personalisation and algorithmically generated content.

Following my original post I also received a couple of other interesting recommendations:

Hegarty on Advertising: Turning Intelligence into Magic by JohnHegarty

Where the Suckers Moon: the Life and Death of an Advertising Campaign by Randall Rothenberg

I haven’t actually read either of these myself yet so I don’t know if they’re any good (who is that Hegarty fella anyway?!), but they were recommended by @yazac and @kitchen_sian, both of whom are lovely, smart people, so I’m sure they’re well worth a look.

Happy reading!

The ultimate planner’s reading list

I have started compiling a required reading list for anyone with a serious professional interest in advertising or marketing communication.

I’m sharing the list in its current form, partly because it may offer some useful guidance or inspiration and partly because I’d like your help in adding to it, please.

What’s missing?  If there’s a book you think should definitely be on the list below, please post a comment or drop me a line via email or twitter.

I’m not looking to produce an exhaustive list – even in the fairly narrow field of advertising and marketing theory there are simply too many books out there for one person to get through – but I do want to summarise the most interesting, thought-provoking and useful texts, both directly and indirectly relevant to the comms industry.

I should point out that I’ve not included any IPA texts on my list, but their reports (click here) are also definitely required reading for any half decent or aspiring planner.

Here’s my list so far (in no particular order).  What do you think?

The ‘Classics’

Ogilvy on Advertising by David Ogilvy

Behind the Scenes in Advertising by Jeremy Bullmore

Truth, Lies and Advertising : The Art of Account Planning by Jon Steel

Perfect Pitch by Jon Steel

A Masterclass in Brand Planning: the Timeless Works of Stephen King

The Book of Gossage by Howard Gossage

 

Advertising & Marketing Theory

Marketing in the Era of Accountability by Les Binet & Peter Field

The Long and Short of It by Les Binet & Peter Field

How Brands Grow by Byron Sharp

The New Marketing Manifesto: 12 Rules for Building Successful Brands in the 21st Century by John Grant

 

Human Psychology & Decision-making

How We Decide by Jonah Lehrer

Predictably Irrational: The Hidden Forces That Shape Our Decisions by Dan Ariely

Animal Spirits: How Human Psychology Drives the Economy, and Why It Matters for Global Capitalism by George A. Akerlof & Robert J. Shiller

Herd: How to Change Mass Behaviour by Harnessing Our True Nature by Mark Earls

Nudge: Improving Decisions About Health, Wealth and Happiness by Richard H Thaler & Cass R Sunstein

Tipping Point by Malcolm Gladwell

Thinking, Fast & Slow by Daniel Kahneman

Brand Positioning

Positioning: the Battle for your Mind by Al Ries & Jack Trout

The Pirate Inside by Adam Morgan

Eating the Big Fish by Adam Morgan

Branding only works on Cattle by Jonathan Salem Baskin

Economics & Behavioural Economics

Discover Your Inner Economist: Use Incentives to Fall in Love, Survive Your Next Meeting, and Motivate Your Dentist by Tyler Cowen

The Undercover Economist by Tim Harford

The Long and the Short of it: A Guide to Finance and Investment for Normally Intelligent People Who Aren’t in the Industry by John Kay

 

Creativity & Idea Generation

Sticky Wisdom : How to Start a Creative Revolution at Work : by What If? (Dave Allan, Matt Kingdon, Kris Murrin, Darren Rudkin)

A Technique for Producing Ideas by James W. Young

Where Good Ideas Come From: the Natural History of Innovation by Steven Johnson

Creative Mischief by Dave Trott

Steal Like an Artist: 10 Things Nobody Told You About Being Creative by Austin Kleon

Lateral Thinking: A Textbook of Creativity by Edward be Bono

(Image credit: the original version of the photo accompanying this post can be found here)