( 2 reviews )
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Posted: May 17 2006
Images Work. This Book Doesn't. Of the 25+ marketing books I've read in the past 9 months, this one takes bottom honors. The authors of this book are the type who would take instructions on how to make a microwave dinner, and turn it into a 35 page treatise. Going on and on and on describing every nuance of the tests they did, speak in a nearly unreadable 'scientific tone' that gones on ad-infinitum in detail about useless information. I shouldn't need to read 40 pages about a study they conducted, their method, their hypothesis, etc. etc., just to get the final conclusion: images, as we expected, do in fact have an impact on people. Duh. The conclusions of this book should have been summarized in a pamphlet entitled "things you already guessed, but that we decided to test". Authors, I have a request: get to the damn point. I regret the $90 I spent on this terrible book that will join "Propaganda" in my dust bin.
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( 1 of 2 found this review helpful ) Posted: Oct 4 1999
Giardetti and Oller have written a book that every student studying marketing should read. I think that this book should be required reading for any person who hopes to be successful in visual advertising.
