Adcreep by Mark BartholomewAdvertising is everywhere. By some estimates, the average American is exposed to over 3,000 advertisements each day. Whether we realize it or not, "adcreep"--modern marketing's march to create a world where advertising can be expected anywhere and anytime--has come, transforming not just our purchasing decisions, but our relationships, our sense of self, and the way we navigate all spaces, public and private.
How advertising works : the role of research by Jones, John PhilipBoth a practitioner and an academic, Professor Jones is regarded as an authority on the long and short term sales effects of advertising. This book compiles the works of leading researchers on advertising effectiveness. It covers research into the effectiveness of stepping up advertising during a recession, among many other things.
Call Number: HF 5823 .H58 1998 4th floor
Tested advertising methods by Caples, JohnA classic source written by one of the "fathers of advertising". The library has several editions (this one was published posthumously). The book is a concise compilation of effective copywriting techniques.