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Sharp
brings academic rigour and data to the advertising world and helps
dispel a number of myths around advertising. Some of his key highlights
are the importance of advertising to everyone in the category vs.
specific target, crushing of the concept of loyalty programs and the
importance of creating distinctive assets.
3. Truth, Lies and Advertising - Jon Steel
The
bible for brand planning. An important read for anyone who is getting
into the planning discipline. Jon Steel is an amazing storyteller who
helps teach the raw skills with great examples that help land his
points.
4. Decoded - Phil Barden
