Street-Smart Advertising: How to Win the Battle of the Buzz

Professor Berman's book is just like I said on the title, a classroom in a book. With it, anyone, even those who have never taken one of her seminars or classes, can get a feel of what she is all about. Worried about the WIIFM? Does the mention of this word have you in a knot? This "Berman-encyclopedia" of USABLE, quick-witted and entertaining advertising knowledge, taught in everyday vernacular will untangle your brain and stretch it to the max. She has kept it simple, stupid. This is the reason why it simply "works." What's In It For Me? You might be asking yourself. Well, This book is exactly what advertising should be all about. This book will make all the difference in whatever you choose to apply it in.

Street-Smart Advertising delivers on its promise to help readers develop highly creative advertising campaigns. Being new in business, I needed to have a good understanding of the best way to deliver my message to the public in a way that would make every dollar of my advertising budget pay off. Margo Berman's book enabled me to put new ideas into play and create a campaign that resonated with customers. Thanks to the hands on activities at the end of each chapter and the detailed examples, I was confident that I was getting it right. This well written and entertaining book is a great resource and one that I will continue to look to as my business grows. This was one of the best investments of my advertising budget!!

Street-Smart Advertising is an amazingly easy-to-read, creative, informative guide to developing innovative advertising concepts. The beauty of Berman's book is that it's very hands-on by providing exercises at the end of each chapter that once completed, really help cement each chapter's content. You not only easily understand the content, but are able to APPLY it...which is the magic of this wonderful book. Truly a challenge to accomplish, the book speaks to students and advertising/marketing professionals alike who need to get their right brain creative juices flowing. It's most beneficial when read back to back, but if you need inspiration on a particular subject, just turn to the chapter and you'll learn a lot. This book is well worth the the buy!

Berman's application of all the necessary ingredients for a successful marketing and communications campaign is innovative in that she offers straight-forward, no-nonsense advice, know-how, and expertise. She takes what can be a really difficult subject -- understanding how strategy is the driver behind much of the creative work -- and explains it so that even the chief financial officer in a public company can understand it ... and would want to be a part of coming up with the big idea!

Easy to read, the book truly gives readers a quick guide to advertising. Unlike most "strategy only" books out there, this book gives real life examples and realistic tid bits on everything from typography to graphic images sprinkled with lively examples that really get the brain flowing with creative juice. I've truly enjoyed it and think that anyone with an interest in advertising (from small to large businesses and students too!) would benefit from this informative, yet entertaining book. It can definitely be used as a quick resource guide too!