From the course: Advertising Foundations
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- Advertising as a subset of the marketing world is a fascinating and ever-changing business, and it's important to always be learning. The first thing to do is to make reading a part of your everyday practice, and don't just go for the long-form reporting. Sometimes the industry gossip blogs and digital publications will tell you more about what's going on than the big trade press names but you should still read both. The marketing and media sections of the bigger newspapers are good to keep up with, too. And don't forget books, some of the classics like "Ogilvy on Advertising" or "Hey Whipple, Squeeze This" are great for the basics, even though they were written in much simpler times. The strategic brilliance of John Gerzema really helped frame what planning is, and "Next Now" by Marian Salzman is a great way to get a preview of trends as they're forming. It's always interesting to see what work is winning awards, and…
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