The End of Advertising by Andrew Essex

Book review: The End of Advertising by Andrew Essex A former Madison Avenue ad exec, the author chronicles how the changing digital age has put the advertising world in a spin that it has not figured out how to get out of. With the digital age growing bigger and print basically being dead, he argues that the present digital ad market is a bubble waiting to burst. He goes into the history of modern advertising also. Basically Misters Proctor and Gamble looking to sell soap, and it just grew from there. Since modern advertising has only been around for about 100 years, it does not have a strong foundation to fall back on. This is a good book to pair with the One Device book, since in essence the iPhone is one of the reasons that print is dead and the digital keeps growing. When he is writing about branding, here is a list of items he included that I thought was great: Mr. Clean; Mrs. Olson; Mr. Whipple; Charlie the Tuna; Aunt Jemima; Tony the Tiger; Betty Crocker; The Quicker Picker-Upper; It’s Miller Time; Finger-Lickin’ Good; Have It Your Way; The Antidote for Civilization; Mmm, Mmm, Good; We Try Harder; You’re in Good Hands; Reach Out and Touch Someone; Plop-Plop, Fizz-Fizz; Breakfast of Champions; the Ultimate Driving Machine; Don’t Leave Home Without It; The Real Thing; The Pause that Refreshes; Sometimes You Feel like a Nut; Think Different; Just Do It; Where’s the Beef?; Fly the Friendly Skies; A Diamond Is Forever; A Mind Is a Terrible Thing to Waste; When It Absolutely Positively Has to Be There Overnight; Got Milk?; The Uncola; I Want My MTV; Takes a Lickin’ and Keeps on Tickin’; Look, Ma, No Cavities; Let Your Fingers Do the Walking; I’d Walk a Mile for a Camel; Give a Hoot, Don’t Pollute…The list goes on and on.