2. Educate: what is advertising?
An important question and one that divides opinion...
‘Advertising is any paid-for communication overtly intended to inform and / or
influence one or more people’.
Jeremy Bullmore, Director, WPP
‘I do not regard advertising as entertainment or an art form, but as a medium of
information’.
David Ogilvy
Finding agreement on what advertising is and how it should work has never been
harder to reach. The explosion of media channel opportunities has made the
advertising environment much more complex. Different media channels and different
communications opportunities require different approaches.
The following pages provide some classic thinking on branded communications as
well as some links to those writing about the industry and in its current form.
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12. Educate
Here are a few websites and blogs that you may wish to refer to for opinions on the
industry, for critique on current creative or for general information and inspiration:
http://www.ipa.co.uk/
http://www.brandrepublic.com/
http://www.ted.com/
http://www.cstadvertising.com/blog/
http://russelldavies.typepad.com/
http://www.dandad.org/
http://www.canneslions.com/
http://www.wefeelfine.org/
http://www.guardian.co.uk/media
http://www.apg.org.uk/
http://sethgodin.typepad.com/
If you’re feeling bookish:
• The Advertising Concept Book, Pete Barry
• Truth, Lies & Advertising, Jon Steel
• A Master Class in Brand Planning, Stephen King
• Behind the Scenes in Advertising (Mark III), Jeremy Bullmore
• Get Smashed, Sam Delaney
