The most recommended advertising books

William J. Buxton is Distinguished Professor Emeritus of Communication Studies and Senior Fellow, Centre for Sensory Studies, at Concordia University Montreal, Qc, Canada. He is also professeur associé au Département d’information et de communication de l’Université Laval, Québec City, Québec, Canada. He has edited and co-edited five books related to the life and works of the Canadian political economist and media theorist, Harold Adams Innis.

I taught writing and copywriting at Columbus College of Art & Design in Ohio for thirty-seven years (retiring as an ancient-but-somehow-still-living fossil in 2014). I taught all our majors, but most of my copywriting students were advertising and design majors. During those decades I wrote nonfiction for newspapers and magazines and copy as a freelancer for ad agencies and design studios. My copywriting book emerged from my experiences in and out of the classroom. I hope I’ve given good advice on advertising: how to think about it and how to write it. But you’ll be the judge.

I’m a feel-good romance author from Scotland, published with the HarperCollins imprint One More Chapter. I trained as a journalist and studied Communication and Media, but I always wanted to write romance novels. When I’m not doing that, I write verses and captions for greeting card companies. I’m also a huge music fan, which gave me the idea for my first published novel with One More Chapter, A Secret Scottish Escape.

In 1968, I saw an ad that changed my life. It was typical—insulting to women, demeaning. Yet, at that moment, it somehow crystallized so many of my experiences—the sexist slights, the terrible jobs, the sexual harassment, the catcalls, the objectification. I thought, “This is atrocious … and it is not trivial.” I started collecting ads and lecturing on the topic.  I made my first film, “Killing Us Softly: Advertising’s Image of Women” in 1979 (and have remade it three times since). Eventually I wrote and made films about alcohol and tobacco advertising. In 2015, I was inducted into the National Women’s Hall of Fame.

Drew Eric Whitman is known internationally as a dynamic consultant and trainer who smashes old advertising myths like a china-shop bull. Teaching the psychology behind the response for nearly four decades, he worked for the direct-marketing division of the largest ad agency in Philadelphia, was a senior copywriter for the country's leading direct-to-the-consumer insurance company, and was the associate copy chief for catalog giant Day-Timers. His work has been used by companies ranging from small retail shops to giant, multi-million dollar corporations. A popular keynote speaker at international affiliate marketing conferences, Drew’s intensive CA$HVERTISING Clinic teaches business people how to use consumer psychology to boost the effectiveness of their ads, brochures, sales letters, Websites, and more.

I worked for thirty years in what was one of the world's finest ad agencies, producing campaigns that were popular, famous, and effective. I found it fun, fascinating but also frustrating, because I gradually realised that what we did that worked had little to do with the theories we were taught to believe. I can see now that our campaigns had much more in common with the worlds of entertainment, popular culture, PR, and showmanship than the dry ‘official’ concepts of propositions and persuasion that seemed to rule our lives. These five books helped open my eyes to this broader perspective, and I hope they will open yours too.

Vanitha Swaminathan is the Thomas Marshall Professor of Marketing at the University of Pittsburgh and the Director of the Katz Center for Branding. Her research focuses on branding strategy with a particular emphasis on digital branding. She has published in various leading marketing and management journals including Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Marketing Science, and Strategic Management Journal. She is currently serving on a three-year term on the American Marketing Association Board of Directors and previously served in AMA’s Academic Council as President. She has co-authored the Fifth Edition of the world-renowned textbook Strategic Brand Management: Building, Measuring, and Managing Brand Equity, along with Professor Kevin Lane Keller.

For more than 30 years I have been immersed in creative public relations and marketing from campaign development and activation to effectively engaging the primary consumer audiences. Me and my teams developed campaigns around such major sports and entertainment properties as the Olympic Games, Super Bowl, and The Rolling Stones. No matter your industry, inspiration for creativity, transformation, and innovation can come from many sources including the compelling storytelling featured in the books that I recommend.  

I started my adult life as a bouncer and a school teacher. A few years later, I was running one of the most well-known email marketing agencies in the industry. The reason this happened is because I dedicated my life to becoming a master copywriter. Learning how to write copy was the key that unlocked a level of freedom I didn’t know existed, both personal and financial. It’s also allowed me to write two bestselling books on email marketing, work with 250+ brands, and coach 2,200+ students around the world. I hope this list helps you take your writing skills up a notch.

Since I was young, I was fascinated with how the mind works; how all of our thoughts, feelings, memories, decisions, and actions come out of this lump of flesh in our heads. I studied consciousness, psychology, and neuroscience both at university, and on my own for decades. Once I started working in marketing, for many of the biggest and best brands in the world, I realized that marketers tend to have deep misconceptions and misunderstandings for how the mind actually works. My goal is to bridge the gap between all of the knowledge we have about the brain, and how that could be helpful to brands and marketers.