Overview

In Advertisers at Work, readers will read stories and gain insights from the most interesting people working in the field of advertising today, told in their own words. Guided by interviewer Dr. Tracy Tuten, 20 advertising leaders share their favorite stories, debunk the myths of advertising, make predictions on the industry's future, pay homage to the lions of the past, and offer insights into what it takes to win in the ad game today. Each chapter is devoted to one advertising executive, showcasing that person's unique vision and perspective into the world of advertising. Who are these leaders? Talent, perseverance, creativity, and pure grit set these people apart - and that's where their similarities end. With a mix of senior contributors and up-and-coming talent representing the creative crafts, media, planning, and account services from a variety of agencies and locales, this book pulls back the curtain and invites readers to live each leader's experiences up close. They'll learn from the advertisers at work. Every interview shows how advertising leaders have an impact on a day-to-day basis: charting strategy, making effective pitches, managing clients and key partners, calling in the creative muse, reading the public's mood, developing the right mix of media to launch a campaign, or pouncing on opportunities the rest of us can't see. This book: * Shares the untold stories of senior executives and rising stars in advertising * Demystifies the craft of advertising from the perspectives of creatives, media strategists, planners, and account executives * Provides insights, strategies, and tactics readers can put to work immediately * Offers predictions on the rapidly changing advertising landscape What you'll learn * How advertising's leaders and rising stars developed their careers and overcame challenges * How the world's best advertising professionals do their jobs * What industry developments worry and excite these leaders * What it is about advertising that motivates these unique personalities to want to be the best in the world at what they do * Examples of how challenges can be faced and successes leveraged in advertising careers * Strategies, tactics, and insights for all jobs in advertising Who this book is for Advertisers at Work is a book for professionals and students in advertising and related fields (marketing, public relations, branding, media), as well as those interested - maybe thanks to the AMC show ""Mad Men"" - in an endlessly fascinating industry. It targets the reader who reads new releases related to advertising (books like Engage and Watch This, Listen Up, and Click Here, and hundreds of others), but wants more than a how-to or primer on a burgeoning area within the broader field. It also targets those who want to know what the people making a difference in the field of advertising today are doing, thinking, and anticipating; what they've experienced; and how those experiences are shaping the future of advertising.

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9781430238287

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Author Information

Dr. Tracy Tuten is an associate professor of marketing at East Carolina University, where she teaches advertising and social media marketing. Tuten is the author of Advertising 2.0: Social Media Marketing in a Web 2.0 World and coauthor of the textbook Social Media Marketing. Frequently quoted in the press, including in The New York Times, Brandweek, and the Washington Post, she is a leading contributor to industry views on branding. An award-winning scholar, her research has appeared in such journals as Psychology & Marketing, and the Journal of Business Research, among others.

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