This is a really interesting read because it provides an historical account of how advertising has developed since the very earliest days, and alongside this how thinking about advertising has evolved too as well. The historical perspective allows Feldwick to challenge some ideas that have becomes so ingrained, that they are now pretty much accepted as true. The single minded proposition, for example…I’d always thought that was ‘true’ for good advertising. Turns out it’s just a piece of advertising in itself – a story that one marketer developed about his own advertising business to make you buy his approach, rather than the man further down Madison Avenue…

The book ends with Feldwick taking us through six alternative ways to think about advertising, and this opening up of perspectives was really refreshing and interesting. I won’t look at advertising in the same way again. What a good book! (It’s my book of the year so far…)