This weekend, I went to SSC to gather some books for my subject for this semester, a foundation course on the business of advertising.
One book that really taught me a lot about advertising was "Positioning" by Al Ries and Jack Trout. This was almost like the bible for advertising. It taught me how important it is to be on the consumer's "top of mind," how important it is to "Cherchez le creneau" and that advertising is all about mental shortcuts.
That's why this book is a must-read for my class.
It's an updated version of the original book, but this one's by Jack Trout.
I'm so excited to re-read this. And for school to start.
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