CBQ BooknotesCondensed Reviews

Abstract

Advertising: What Everyone Needs to Know by Mara Einstein (New York, NY: Oxford University Press, 2017—$22.00, paperback, ISBN: 9780190625894, 229 pp., 7 chapters, Introduction, Appendix, Index) explains the various aspects of the advertising industry, from previous years to current day. Discussing the shift from advertising to marketing, Einstein explores what has caused the change and what advertising is today as opposed to the past. The purpose for these explanations seems to lead us to the several different facets of the advertising industry, as Einstein explains the ways in which advertising is no longer merely commercials and flyers, but a form of marketing behavior, as well. In Chapter Two, Einstein explores the business of advertising and how the economy impacts the industry. Chapter Three analyzes consumer behavior and why people buy certain products but avoid others. Through this explanation, Einstein delves into the meaning of a target audience, and how to market the right product for a specific demographic. From making commercials to constructing a creative strategy, chapter four discusses the creative process of advertising. Chapters Five and Six discuss the ways in which advertising is implemented into our daily lives. Finally, Einstein finished with chapter seven, which explores advertising in the digital age. Graduate students, scholars and professionals interested in marketing and advertising may find this book to be a helpful tool. Einstein is a professor of media studies at Queens College, City University of New York. She has worked as the Senior Marketing Executive in both broadcast (NBC) and cable (MTV Networks) television as well as at major advertising agencies working on such accounts as Miller Lite, Uncle Ben’s, and Dole Foods.