Exhaustive in scope, expertly presented, and authoritatively written.
An expert and his cohorts share definitive strategies for succeeding at Facebook advertising.
Leading internet consultant Marshall (Ultimate Guide to Google AdWords, 2017, etc.) and equally knowledgeable co-authors Krance and Meloche jam this third edition full of wise advice and witty asides. While opening chapters perhaps overjustify using Facebook as an advertising vehicle, most of the content is meaty and on-target. The authors give the uninitiated marketer virtually every tool and technique to make the most of Facebook, delivered through their trademarked “Facebook Flight Plan,” an ad campaign blueprint that is painstakingly described in detailed text and excellent supporting webpage screenshots. The content ranges from advertising basics (campaign objectives, writing persuasive ad copy, and ad creative checklists, for example) to the more advanced (“the five most common troubleshooting scenarios” and a “five-tier scaling system”). The coverage is comprehensive; if ever there were questions about whether “Like” campaigns work, creating a solid offer, using video ads, targeting specific audiences, analyzing campaigns, or understanding the “Facebook Pixel” (a piece of code), this outsized handbook has the answers. And if that isn’t enough, Marshall offers free access to tools, videos, and case studies on his website. A nice touch not always found in technology manuals is the sprinkling of relevant stories and screenshots of actual campaigns. One notable aspect is the inclusion of chapters written by seven “guest authors,” each with specialized expertise. The format is also a plus; the large pages are nicely laid out with lots of subheads and easy-to-read type. Screenshots are legible, although some may have been better reproduced in larger size. It’s apparent that the content has been honed, shaped, and massaged in the third edition to keep up with evolving advertising strategies and rapid changes in Facebook technology; the online material and email alert service that accompany the book are equally welcome as a way to stay updated on Facebook.
Exhaustive in scope, expertly presented, and authoritatively written.Pub Date: Nov. 21, 2017
ISBN: 978-1-59918-611-5
Page Count: 268
Publisher: Entrepreneur Press
Review Posted Online: July 27, 2018
Kirkus Reviews Issue: Sept. 1, 2018
Review Program: Kirkus Indie
BOOK REVIEW
An upbeat and forceful audit that persuasively documents the many ways in which corporate America meets its actual and presumptive social responsibilities. Hood (a Heritage Foundation fellow) offers an abundance of evidence in support of his premise that a prospering private sector confers great benefits on society. Arguing that the main responsibility of US business is to increase its earnings, he stresses that for-profit enterprises march to the beat of drums decidedly different from those of government agencies and charitable institutions. In this bottom-line context, the author does vigorous battle with activists who would instruct commercial concerns on their social responsibilities. Noting that philanthropy is crucially dependent upon a market system that can create wealth sufficient to be shared, Hood scoffs at the notion that companies should allocate capital to causes idiosyncratically embraced by either corporate executives or their critics. Nor does he accept the conventional wisdom that downsizing and layoffs have worsened the lot of American workers. Thanks to industry's greater competitiveness, the author points out, the domestic economy of the 1990s provides more employment and entrepreneurial opportunity than ever before. Along similar lines, he shows how enlightened (if toughminded) self-interest is inducing US business to play a more active role in education, the revitalization of inner cities, product as well as workplace safety, protection of the environment, health care, and the elimination of bias based on race or gender. Without gainsaying either the existence or persistence of socioeconomic inequities, Hood concludes that, as a practical matter, firms accountable to income-minded owners (in most cases, stockholders) do appreciably more to advance the common good than any advocates of programs reliant on other people's money. An uncommonly sensible and evenhanded reckoning.
Pub Date: June 12, 1996
ISBN: 0-684-82762-X
Page Count: 272
Publisher: Free Press
Review Posted Online: May 19, 2010
Kirkus Reviews Issue: April 1, 1996
Randall, a writer, photographer, and political activist, gambles big by attempting to tackle such an inherently complex topic as money. She starts strong by approaching the subject from a feminist perspective, but her research methods are questionable. She distributed over 800 questionnaires but saw a return rate of only 11 percent, and she offers no explanation of the study's inclusion criteria. And her tendencies toward essentialism and generalities about women obscure any potential findings. What the author does find is that most little girls carry a great deal of shame into their adult lives, especially centered on the guilt of believing they ``cost too much.'' This particular discussion would benefit from the inclusion of boys in the analysis, since their relationships to money are also unexplored, and presumably boys also represent an economic burden to their parents. Randall explores the concept of ``gifting'': excessive giving, usually representing power. Again, however, the critical elements of her analysis are spread throughout the text, making it difficult for the reader to clearly determine Randall's meaning. Her suggestion that women are more prone to gifting to express love is not substantiated by any empirical evidence. She does little to relate her many pages of engaging ethnographic excerpts to larger theoretical issues about money, virtually ignoring the vast literature already touching on the subject. Her digression in the final chapter into personal family details of incest, abuse, and financial accounting detracts from what promised to be a more rigorous project. Although Randall opens the door to understanding the significant relationships women have with money, she fails to cross the threshold into serious analysis.
Pub Date: May 23, 1996
ISBN: 0-415-91203-2
Page Count: 210
Publisher: Routledge
Review Posted Online: May 19, 2010
Kirkus Reviews Issue: April 1, 1996
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