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BOOK reviews 100 Ways to Create a Great Ad by Tim Collins Our verdict: About the author: Tim Collins is a prolific author and copywriter. Following a successful advertising career, he has written numerous books for children, and on humour, including The Little Book of Twitter: Get Tweetwise! We say: 100 ways to Create a Great Ad will have you nodding, along with a knowing smile, as you flick through some of the excellent examples of great adverts from throughout the course of TV, radio and print history. With examples ranging from the seemingly ancient “Beanz Meanz Heinz” to the modern (and seemingly inescapable) “Aleksander Meerkat” adverts, this offering

The Customer-Funded Business Start, Finance, Or Grow Your Company With Your Customers’ Cash by John Mullins, PhD Our verdict: About the author: John Mullins is Associate Professor of Management Practice in Marketing and Entrepreneurship at London Business School. He is a frequent speaker to communities of entrepreneurs, CEOs and investors. We say: With the rise of crowdfunding and alternative methods of funding that eschew the use of traditional banks, John Mullins takes a look at five novel ways

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creates a fond glow of remembrance within the reader, and allows you to relive all of your favourites from throughout the years. The easy-to-digest sections detailing the styles and techniques used to create each masterpiece open doors to the thinking and reasoning behind the classics, adding new value to old favourites. However, for all of the delight and fondness Tim Collins’ book evokes, as a tool with which to create adverts, it sadly falls short. Whilst it may trigger the odd light bulb, in general there simply isn’t enough depth included with each example of advertising style for anything of note to be gleaned. As an interesting and familiar trip down memory lane though, it is well worth a read. 100 ways to Create a Great Ad is published by Laurence King, priced at £22.50 and is available in paperback.

successful companies have raised the capital necessary to embark towards their goals. Whether it’s AirBnB’s “matchmaker” model or Threadless’ “pay-in-advance” method, there are some wonderful insights into the different ways to raise funds, whilst creating legions of fans for your company. Drawing on in-depth interviews with entrepreneurs and investors who have actually put these models to use, Mullins goes on to address the key implementation issues that characterise each of the models; including when to apply them and the pitfalls to watch out for. A truly different, but comprehensive way of looking at the issue of funding, this book will set the idea juices flowing. The Customer-Funded Business is published by Wiley, priced at £21.99, and is available as a hardcover. talkbusinessmagazine.co.uk 35


Talk Business September2014