Advertising by Kenneth A.

Longman
Review by: Reza Moinpour
Journal of Marketing, Vol. 36, No. 3 (Jul., 1972), p. 109
Published by: American Marketing Association
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BOOK

REVIEWS

(Books reviewed can be ordered from your local book store or from the publisher-not from the
American Marketing Association or the JOURNALOF MARKETING.)

GUY G. GORDON, Editor

Universityof Washington
Seattle

ADVERTISING
Kenneth
A. Longman
by
(New York: Harcourt, Brace & World, 1971. Pp. 425. $8.95.)
This book is designed to offer the student an understanding of both the theory and practice of advertising. The author examines the principles and
techniques of advertising in the context of promotional strategy and within the broader perspective
of the marketing process. In his comprehensive treatment of the area, the author strikes a fine balance
in covering the various aspects of the subject: its
historical development; its function and role in the
firm and in the economy; its impact on society;
and the processes of its planning, production, and
implementation.
The book is divided into three parts, and a successful attempt has been made to integrate the topics
to form a cohesive body of knowledge. The author
recognizes the importance of the fundamentals of
consumer behavior and research to advertising. Concepts from behavioral science and quantitative methods are incorporated for a clearer understanding of
the advertising decision process. A strong point is
the description of various advertising situations and
discussion of different factors involved using three
basic models of brand-switching, purchase-cycle, and
attitude.
Part I begins with an informative history of advertising. It traces the evolution of advertising during the industrial revolution characterized by the
production-oriented economy and the subsequent era
of consumer orientation. The following chapters view
advertising in the context of the firm and in terms
of its relations to various market structures. The
role of advertising as a form of economic power
which serves as a barrier to market entry in oligopolies is emphasized, and pertinent federal laws are
reviewed. This section concludes with a critical analy-

sis of the social role of advertising. Criticisms often

raised against this activity are described, and attempts have been made to dismiss these charges. In
addition, some proposals for reform are evaluated,
and related problems are discussed.
"The Planning of Advertising" is the main theme
of the second part of the book. It describes the
functions of advertising and the process of determining the objectives of a campaign with the aid of
models and case studies. This section is concluded
with considerations of media and budgeting strategies.
Part III, "The Production of Advertising," covers
the topics of mass communication, ad design, copy
testing; media selection, and scheduling. The coverage of media is short on quantitative analysis, and
there is a lack of a complete treatment of the measurement of mass-communication
effectiveness. In
conclusion, advertising is viewed in relation to other
marketing activities in the broader context of the
total marketing picture.
The book provides an excellent source for the current state of the art in advertising. This is a text
well suited for introductory advertising courses.
While some topics have received more serious treatment than others, materials from the suggested readings appearing at the end of each chapter can be
supplemented whenever deemed necessary. The many
illustrations, charts, tables, and ads throughout the
book facilitate the reader's understanding of the materials.
Discussion questions at the end of each
chapter serve to highlight the important aspects of
the contents.
REZA MOINPOUR
University of Washington

MODERNRETAILING
MANAGEMENT:
BASICCONCEPTSAND PRACTICES,
EighthEdition
by DelbertJ. Duncan,CharlesF. Phillipsand StanleyC. Hollander
(Homewood, Illinois:Richard D. Irwin,Inc., 1972. Pp. vii, 703. $11.50.)
It might be said that any book which goes through
eight editions can't be all bad. Even though this book
has added a new author and has changed its title
(from Retailing: Principles and Methods), those who
were familiar with the previous editions will be
happy to know that much of the old "principles"
flavor has been retained, despite the extensive updating and condensation of the material.
Pedagogically, this text is excellent. Its twenty-six

chapters contain almost any retailing subject which

the reader might choose to study. The major areas
covered include: (1) Retailing in Transition (background and history); (2) Retailing Opportunities and
Careers; (3) The Retail Store (location, building, and
layout); (4) Retail Organization; (5) Merchandise
Management (buying, handling, pricing); (6) Sales
Promotion and Customer Service (including credit
and collection); (7) Accounting Controls; (8) Coordi-

109

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