1st Edition

The Advertising Age Encyclopedia of Advertising

By John McDonough, Karen Egolf Copyright 2002

    For a full list of entries and contributors, a generous selection of sample entries, and more, visit the The "Advertising Age" Encyclopedia of Advertising website.

    Featuring nearly 600 extensively illustrated entries, The Advertising Age Encyclopedia of Advertising provides detailed historic surveys of the world's leading agencies and major advertisers, as well as brand and market histories; it also profiles the influential men and women in advertising, overviews advertising in the major countries of the world, covers important issues affecting the field, and discusses the key aspects of methodology, practice, strategy, and theory. Also includes a color insert.

    Selected Entries Include: * Absolut Vodka * British Airways* Censorship by Advertisers * Children: Targets of Advertising * Demographics * Eastman Kodak Company * Feminism, Impact of * Fuller & Smith & Ross, Inc. * Government Regulation * History: Pre-19th Century * Infomercial * Japan * Kraft Foods, Inc. * Logo * Music and Jingles * Negative Advertising * Outdoor Advertising * Package Design * Radio * Sex in Advertising * Typography * Volkswagen * Xerox Corporation * Yahoo! * And many more.


    McDonough, John; Egolf, Karen

    "This remarkably illustrated, three-volume work holds considerable worth for business historians and others... A rich treasure trove." -- Enterprise & Society
    "This excellent encyclopedia fills a significant gap." -- Library Journal, Best Reference Source 2003

    "Well-researched, thorough, and fascinating, it belongs in all business collections and most academic and large public libraries." -- Booklist/RBB (starred review)

    "Represents a milestone in the scholarly treatment of advertising history... The first thing of its kind... Delightfully rich detail can be found... Highly recommended. Academic, general, and professional readers." -- Choice