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The Advertising age encyclopedia of advertising /

Corporate Author: Museum of Broadcast Communications.
Other Authors: McDonough, John., Egolf, Karen.
Format: Book
Language: English
Published: New York : Fitzroy Dearborn, 2003
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Review by Choice Review

The Encyclopedia of Advertising combines the expertise of editors affiliated with the Museum of Broadcast Communications, the Hartman Center for Sales, Advertising and Marketing History at Duke University, and Advertising Age, and represents a milestone in the scholarly treatment of advertising history. Containing more than 120 profiles of ad agencies, 160 of advertisers, brands, and campaigns, 47 individual biographies, and 68 thematic essays, the Encyclopedia is the first thing of its kind in the literature of advertising. Its entries, alphabetically arranged, provide easy browsing access and include numerous illustrations (many of them full-page color ad reproductions) and references. A list of all the entries is supplied in each of the three volumes. A detailed index includes cross-references, and appendixes provide tables of top agencies, advertisers, and advertising degree programs. Delightfully rich detail can be found: the General Motors essay prints the lyrics of "Baseball, Hot Dogs, Apple Pie, and Chevrolet," and the "History" of advertising begins with the ancient Egyptian marketplace and concludes with coverage for each decade of the 20th century. ^BSumming Up: Highly recommended. Academic, general, and professional readers. E. Truax University of North Texas

Copyright American Library Association, used with permission.
Review by Booklist Review

This comprehensive reference source takes a broad look at the advertising industry. Its focus is primarily historical because, as the editors point out, "much of advertising's past remains buried, reported only in rare press accounts and other primary sources." Included are profiles of 120 ad agencies from around the world, 80 of them contemporary. Also covered are 40 U.S. agencies of historic interest that have either merged with other entities or gone out of business. In many cases, the encyclopedia provides an agency's first formal written history. In addition to the agency histories, one finds entries for advertisers, brands, and campaigns (Airlines; Geritol; Kraft Foods, Inc.; Yahoo!); individuals (Burnett, Leo; Hearst, William Randolph; Packard, Vance); practical and theoretical aspects of advertising (Infomercial, Music and jingles, Package design, Psychographics, Targeting); and social, cultural, and historical issues (Consumer movement; Cultural symbols; Minorities: Representations in advertising). There are also 52 entries dealing with the history of advertising in specific countries or regions (Canada, Middle East). Ad agency profiles start with brief chronologies of key dates and alphabetical lists of major clients. Advertiser profiles include lists of principal agencies. Most entries conclude with a list of further reading. Entry length generally ranges from one to six or seven pages. The set is richly illustrated, and each volume includes a 24-page section of color plates that are cross-referenced from related entries. The hundreds of illustrations, most of which came from the Hartman Center for Sales, Advertising, and Marketing History in Duke University's Rare Book, Manuscript, and Special Collections Library, enhance the usefulness of the volumes and bring the words to life. The third volume ends with appendixes: "Advertising Hall of Fame," "Notable U.S. Advertising Degree Programs," "Top U.S. Advertising Agencies," "Top U.S. Advertisers," "Top Worldwide Advertising Agencies," and "Top Worldwide Advertisers." A lengthy, detailed index identifies acronyms and provides access by keywords, authors/titles, institutes, companies, individuals, associations, quotes/jingles from commercials, products, and more. The level of detail in the index helps compensate for the lack of see alsoreferences. This encyclopedia complements Gale's Encyclopedia of Major Marketing Campaigns (2000), which profiles 500 specific advertising efforts (for example, Timex Corporation's "It Takes a Lickin' and Keeps on Tickin'"; Wendy International's "Where's the Beef?"). Well-researched, thorough, and fascinating, it belongs in all business collections and most academic and large public libraries. RBB.

From Booklist, Copyright (c) American Library Association. Used with permission.