The Wizard of Ads, by Roy H. Williams. (Austin, Tex: Bard Press, 1998), 221 pages, ISBN 1-885167.29.6 Trade Paperback 1-885167-32-+6, $16.95 paperback / $26.95 hardvocer

Remington, Joan S.

DigitalCommons@Florida International University

Hospitality ReviewVolume 17Issue 1 Hospitality Review Volume 17/Issue 1 Article 101-1-1999Book Review: Wizard of AdsJoan S. RemingtonFlorida International University, remingto@fiu.eduFollow this and additional works at: http://digitalcommons.fiu.edu/hospitalityreviewThis work is brought to you for free and open access by FIU Digital Commons. It has been accepted for inclusion in Hospitality Review by anauthorized administrator of FIU Digital Commons. For more information, please contact dcc@fiu.edu.Recommended CitationRemington, Joan S. (1999) "Book Review: Wizard of Ads," Hospitality Review: Vol. 17: Iss. 1, Article 10.Available at: http://digitalcommons.fiu.edu/hospitalityreview/vol17/iss1/10Book Review: Wizard of AdsAbstractThe Wizard of Ads, by Roy H. Williams. (Austin, Tex: Bard Press, 1998), 221 pages, ISBN 1-885167.29.6Trade Paperback 1-885167-32-+6, $16.95 paperback / $26.95 hardvocer.KeywordsJoan Remington, FIUThis book review is available in Hospitality Review: http://digitalcommons.fiu.edu/hospitalityreview/vol17/iss1/10Book Review: Wizard gffifg by Joan S. Remington The WmnE of Ads, by Roy H. W*. (Austin, Tex.: Bard Press, 1998), 221 pages, ISBN1- 885167-29-6 b d e  Paperback 1-885167-32-6, $16.95 paper- bacld$26.95 hardcover. T he Wuard of Ads is a book of 100 and one chapters and 221 pages. What is most interesting is that eachchap- ter does not extend more than two pages, and many chapters are only one page in length. Each and every chapter is full of interesting information that is casy reading, and well worth the time to review. Not interested in a complete read from cover to cover? No prob- lem. One can pick up this supple- mental text and start any where a t  any time and still receive the benefit of Williams' experience in advertising: his pearls of wisdom and insight into life's lessons. The text is separated into three sections. Section One, "'Ilun- ing Words into Magic," focuses on the world of advertising, looking at such areas as trendcasting, why good ads stick in the mind, the qualitative trap, believability, the quick set-up, fantass pitfalls of price-driven ads, predictabilits: real messages, your reticular acti- vators, substantiation, intellect vs. emotion, and other relevant sub- jects. The author's folksy approach is peppered with quotes worth thinking about and analogies that many can relate to easily Not hav- ing direct applications or examples may cause readers problems, feel- ing that it was a nice vignette, but wondering if there is a relevant application. Expanding the text with additional examples would make it easier for the individual reader. It would also detract from the thought-provoking aspect of very usable information. Section Two, 'M Simngem into Customers," covers the peo- ple, sales, intangibiliity, and insep arability factors' of marketing ----- Remington FIU Hospitality Review, Volume17, Number 1 & 2, 1999Contents © 1999 by FIU Hospitality Review. The reproduction of any artwork,editorial or other material is expressly prohibited without written permissionfrom the publisher.communications. The author pro- vides provoking thoughts on delight, passion, the power of pre- conception, unique selling proposi- tion, initiative, personality, living in reality, the benefits of failure, the planning problem, the power of presentation, and listening to idiots. He focuses on customer expectations, employees and atti- tudes, inspiration to be the best that one can be, and employee empowerment. Williams gives the reader basic business concepts and practical applications as a fol- low up to the advertising insights covered in Section One and dis- cusses giving customers that little something extra with their pur- chase, the importance of employ- ees and attitudes, and employee empowerment issues. In Section Three, "Turning Dreams into Realities," the author takes a more philosophical bent and presents the benefits of his life lessons. He provides insights into luck, the sad predominance of pes- simism, living a win-win life, the power of dreams, the importance of now, the necessity of focus, mea- suring success, recognizing des- tiny, and knowing one's own vision. The reader is given the drawbacks of attitudes or a life focus that is common, but tends to hold the individual back from any truly great achievement or accom- plishment, and is given an alter- native perspective to contemplate. The Wizard of Ads is an excel- lent supplementary text for use in marketing, sales, and advertising classes, especially Sections One and Two. Section Three may be applied in some specialized human relations courses, especial- ly considering its highly philo- sophical bent. It is excellent for class or small group discussion and it can be used to expand on standard course text materials currently offered. While it appears at first glance to be an easy-read, it is, in fact, very thought provok- ing and requires the reader to ana- lyze concepts in depth and beyond the superficial. It makes the stu- dent consider various ideas and philosophies and then determine their own practical, real-world applications. Letters written to Williams' clients and friends make up the essays included in The Kzard of Ads. It is worth a quick read and then a more thoughtful and reflec- tive consideration of the materi- als. Many readers will find their curiosity piqued and will keep returning for more detailed con- sideration of the material. It is very useful in making students think, rather than just absorb and repeat materials presented in lec- ture format. The fact that the reader may select appropriate chapters at random also makes the text desirable as a basis for class discussion and case study. References ' Philip Kotler, John Bowen, and James Makens, Marketing for Hospitality and Tourism, 2nd ed. (New York: Prentice Hall, 1999): 42 - 43. Intangibihty of ser- vices requires the customer to find tangi- ble evidence to pmvide information and confidence about a senice. The consumer identifies characteristics found in the 96 FIU Hospitality Reuiew FIU Hospitality Review, Volume17, Number 1 & 2, 1999Contents © 1999 by FIU Hospitality Review. The reproduction of any artwork,editorial or other material is expressly prohibited without written permissionfrom the publisher.service pmvider as representing the com- pany. The customer "humanizes" the mm- pany thmugh contact with the penan p m  vidmg the senice. Inseparability indicates that customercontact employees are part of the product. Acompany's success or fail- ure has a strong dependence on customer- employee interaction and the quality of service ~mvided. The food in a restaurant may be ~utstandmg, but if the service per- son has a wor attitude. or ~rovides inat- t e n h e  se&ice, custom& &I d o m a t e  the overall restaurant experience. Joan S. Reminoton is an assistant omfpssnr of ~ ~~ ~ .~ - - - - -  ~ Traw, ~ounsm and ~ a r k e n n ~  m me Schm of Hos- p&kIy Management a1 Fmrtaa lnlernarnnal Unrrer- sty an0 nas a la# degree from Wlllamene Untem- ty CdIege of Law Schwartz 97 FIU Hospitality Review, Volume17, Number 1 & 2, 1999Contents © 1999 by FIU Hospitality Review. The reproduction of any artwork,editorial or other material is expressly prohibited without written permissionfrom the publisher.

Book Review: Wizard of Ads

Abstract

Similar works

Full text

Available Versions

DigitalCommons@Florida International University