Digital advertising

 by Andrew McStay. This book addresses advertising in the digital age and covers the subject well. In the early chapters, McStay (Univ. of the Arts, London) introduces the topic and the book's purpose and provides an overview of the history as well as the growth of digital advertising. He then examines various types of advertisements, from classified, digital video, display, and e-mail to in-game advertising, social networks, viral, virtual environments (Second Life), and mobile, among others. McStay discusses consumers who use the Internet, as well as how businesses monitor their behavior while online. He also examines consumers' perceptions and use of digital advertising, including interactive audiences and user-generated content; he addresses policy and regulation, which, he claims, has lagged behind the changes in technology, and its impact on society; and he provides a general discussion of the creative process in digital advertising. In the last chapter, McStay presents some of the ethical problems resulting from digital advertising. Given its coverage of such a timely topic, this book would be a good acquisition for academic marketing and advertising collections. --Choice (Check Catalog)

Creative strategies : idea management for marketing, advertising, media and design

 by Mario Pricken. In this thoughtful, engaging book about the creative process, Pricken (creative director and marketing consultant) presents ideas about creativity that will help advertising agency personnel improve their work, resulting in their clients' campaigns achieving greater awareness and sales. The book also will help those in marketing produce better work. It is filled with numerous four-color photographs from more than 200 campaigns. These campaigns represent various media as well as designs for product packages and firms. Pricken opens his discussion by focusing on the creative culture, claiming that creatives need to remain open to all approaches. Then he examines the creative team as well as the creative director, offering numerous ideas for creatives to consider. Next, he addresses the creative brief and follows with a thorough discussion of the creative process. Finally, Pricken examines the creative work environment, which he believes can have an impact on the creative climate. This book should be read by every person who works or aspires to work in the creative area of advertising or marketing. Summing Up; Highly recommended. Lower-division undergraduate students through faculty and practitioners. --Choice (Check Catalog)

Malled : my unintentional career in retail

  by Caitlin Kelly. Kelly's debut book reveals the thankless job of a tireless retailer in a very personal way, after becoming one of the legions of low-wage workers persuading customers to buy marked-up goods. She worked for two years and three months as a retail sales associate for North Face, an upscale outdoor wear maker, after leaving her chaotic journalist career when "unwanted drama" as a reporter at the Daily News convinced her to seek solace in a mindless retail job. At age 50 and adrift careerwise, Kelly thought the retail position would be a cinch, until it became a punishing tangle of long hours, erratic shifts, rude customers, excessive workloads, and insensitive bosses. It's a stretch when she compares the horrible plight of Chinese and Asian workers to herself and her crew; their overworked, underpaid American counterparts definitely fare better. Burned out, bored, and physically deteriorating, Kelly quit the store before she reached the boiling point. While Kelly's tone is slightly whiney, she does offer an intriguing look into the retail business. --Publishers Weekly (Check Catalog)

Knowing your value : women, money, and getting what you're worth

 by Mika Brzezinski. Brzezinski knew that her role as cohost of the MSNBC show Morning Joe was integral to the show's success, and yet she was getting paid a fraction of what her male counterparts were. The network was certainly to blame, but so, she realized, was she; this was just the last in a long run of jobs where she'd seen a salary discrepancy, worked long hours to prove herself, got angry at herself for not earning more money and respect, and stormed off and got a new job-only to repeat the pattern. Wondering if other successful women also consistently undermined and undercut themselves, she interviews power women-Obama senior adviser Valerie Jarrett, Tina Brown, Nora Ephron, Suze Orman, and Facebook CEO Sheryl Sandberg. Brzezinski illustrates how women undervalue themselves in the workplace-excessive gratitude "just to have the opportunity," not negotiating their contracts, taking on extra work for which they're not being paid, and asking for raises in ways in which they're virtually certain to be turned down. While these insights are familiar, the celebrity angle provides much-needed perspective-if even the most successful women undervalue themselves out of a desire to be liked, as Joy Behar admits, then clearly the rest of us accepting 77 cents on our male colleagues' dollar are not alone. A thoughtful look at how women can quit getting in their own way. --Library Journal (Check Catalog)

Digital advertising

 by Andrew McStay.  This book addresses advertising in the digital age and covers the subject well. In the early chapters, McStay (Univ. of the Arts, London) introduces the topic and the book's purpose and provides an overview of the history as well as the growth of digital advertising. He then examines various types of advertisements, from classified, digital video, display, and e-mail to in-game advertising, social networks, viral, virtual environments (Second Life), and mobile, among others. McStay discusses consumers who use the Internet, as well as how businesses monitor their behavior while online. He also examines consumers' perceptions and use of digital advertising, including interactive audiences and user-generated content; he addresses policy and regulation, which, he claims, has lagged behind the changes in technology, and its impact on society; and he provides a general discussion of the creative process in digital advertising. In the last chapter, McStay presents some of the ethical problems resulting from digital advertising. Given its coverage of such a timely topic, this book would be a good acquisition for academic marketing and advertising collections. --Choice (Check Catalog)