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Rating: 
Summary: Great quick reference.
Review: Avery's book is great to have on the desk if you have to do any kind of advertising planning. It has been a great resource for writing RFP's and strategy for Internet projects. I would especially recommend this book to any advertising student who wants to graduate above the rest. More examples should be included but as with all reference material, you can't have just one. This book was not meant to be the Bible of the industry but it is very useful and when combined with other references, you will have the capstone to your collection.
Rating: 
Summary: Can be read in three hours. Worth one.
Review: I have worked in the advertising agency business for 25 years, and have searched high and low for a good book on how IMC is done. This book falls in the category of "one man's experience" and is not the end of my search. It's only minimally reflective of any reality I have experienced and is very basic. Plus, I'm not going to recommend a book that opens with the author's view of the vital importance of correct spelling, and then is filled with errors. He lost all credibility right there.
Rating:
Summary: The #1 Book for Student Ad Teams
Review: This book was designed for the AAF/NSAC - that's the American Ad Federation National Student Advertising Competition. It's also known as "The College World Series of Advertising." If you're competing in the AAF/NSAC, or you're in a student "campaigns" course, this book is terrific. If you're an entrepeneur, marketer or agency person frustrated by all the buzz mumble of other books, you will find this clear and to the point. However, you may often feel like you're in class somewhere - since the tone of the book is very focused on speaking to a student audience. It's the #1 book for what it does - if you're frustrated by some of the other books out there, you might find this useful.
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