Book Reviewed: Where the Suckers Moon: An Advertising Story, by Randall Rothenberg, New York: Alfred a. Knopf, 1994, 477 Pages. How Should Firms Select Advertising Agencies?
Journal of Marketing, Vol. 60, pp. 131-134, July 1996
8 Pages Posted: 11 Feb 2005 Last revised: 22 Jul 2008
Although Rothenberg ostensibly reports events in an objective fashion, 'Where the Suckers Moon' nevertheless reads like an expose of incompetent management by the client and the agencies. By revealing the process used to select advertising agencies, Rothenberg provides a basis for discussion. Is this the process that is wanted? The agency's process, as described by Rothenberg, did not include all that an advertiser should expect. An alternative subtitle for the book might have been 'Advertising Agencies Don't Do Strategy'. The good news for Subaru and other companies is that the possibilities for improvement are exciting. Structured approaches have improved decision making in other areas of management, and they are likely to help in the selection of an agency. On the other hand, had Wieden and Kennedy used this approach, I doubt that Rothenberg would have been able to write such an interesting book about advertising.
Keywords: Marketing, Rothenberg, advertising
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