Madison Avenue -- The Amazing American Advertising Industry and Advertisers

Author: [US] Martin Mayer
Publisher:
Publication Date: 1999-05-01
Features: The remarkable thing about the book Madison Avenue is its popularity. Clive L. Emory cheered for it, and David Ogilvy also applauded it, saying it was the most effective defense ever made for the advertising industry. Madison Avenue became the synonym for "advertising," and this is how it came about. Madison Avenue is a portrait of the American advertising industry and the outstanding figures who have shaped it with their creativity and business acumen, as written by journalist Martin Mayer. In writing this book, Martin Mayer interviewed hundreds of the most outstanding figures in the industry--including advertising giants like Bill Bernbach, J.W. Young, David Ogilvy, and R. Reeves. Martin Mayer vividly depicts classic cases in advertising history, in the process portraying the agencies that created these miracles and the hard work behind successful print and television advertisements. He also reveals the workings of the entire industry--the flow of (often wasted) creative and media funds, the various considerations behind marketing decisions, the debates that arise in the process of starting new businesses, and the fierce competition among agencies.