Reviews 541

helping remotely through digital reference, he is still left to interpret and left to draw his own
conclusions based on the principles of fair use.
The spiral bound, colorful, illustrated work is not what one would expect from a copyright
primer. Russell uses humor and colloquial language to lighten this seemingly dry topic, and
this is part of what makes this weighty topic accessible and keeps the work readable and
enjoyable. There are brightly colored boxes, charts, and illustrations interspersed throughout
the text that provide tips, present questions and answers, pose scenarios, and give more
specific examples. These are very helpful in revealing the nuances of a ruling, showing how to
apply the law to a specific situation, or providing additional background information.
Unfortunately, these sometimes overwhelm the core text. The text might only be single a
paragraph on a two-page spread, and by the time the reader happily explores the fun facts and
other extras, they may lose their place in the primary narrative. It might have been more useful
to have included all the questions and answers together at the end of each chapter, in an effort
to maintain the flow of main narrative, with more effective tips, examples, and other
supporting information.
Overall, this is an excellent presentation of the relevant legal and practical aspects of
copyright. There are many illuminating situations with real advice on interpretations and
applications of copyright law and the fair use doctrine. After reading this book, you will not
have all the answers, as that is just not possible with copyright. But you will be much better
equipped with the tools to make copyright judgments and be more confident in the
justification for making a particular decision. Complete Copyright is highly recommended for
academic, school and public libraries, and personal collections.

Megan Fox
Simmons College Library,
300 The Fenway, Boston,
MA 02115, USA
E-mail address: fox@simmons.edu.

doi:10.1016/j.lisr.2005.08.011

Effective Advertising: Understanding When, How, and Why Advertising Works

By Gerard J. Tellis. Thousand Oaks, CA: SAGE, 2004. 203 pp. ISBN 076192252 (hardcover),
0761922539 (paper). $69.95 (hardcover), $34.95 (paper).

Tellis’s Effective Advertising enters the very crowded genre of books concerning
advertising and marketing. The author is a chaired professor specializing in advertising
and marketing at the University of Southern California. The slim volume is composed of
three parts: Part I, entitled bUnderstanding Advertising,Q gives the reader a general
background survey of why firms advertise and discusses the various methods that can be
used to measure the effectiveness of different kinds of advertising. Part II, bFindings from
Market Studies: When and How Much Advertising Works,Q offers a variety of advertising
studies of ad campaigns of selected major firms, and a literature review of the findings of
542 Reviews

academic studies relating to the major aspects of the subject. One should note that the author
conducted a number of the studies highlighted during this review. As implied in the title, Part
III, bFindings from Experimental Studies: How and Why Advertising Works,Q explores the
findings of experimental studies in each of the major advertising types examined by the
author, including persuasion, argument, emotion, and endorsement. The author tends to
approach advertising generically rather than differentiating the research results between types
of media (e.g., television, print, and electronic) and only makes passing reference to the
fragmentation occurring in media outlets for advertising and the impact of electronic delivery
methods. The book includes a reasonable index but would have profited from introductory
and concluding chapters, which are absent.
The publisher promotes the theme of this book, in part, as breviews and summarizes an
extensive body of research on advertising effectiveness.Q It states that the intended audience
use of the book is for: b. . . courses at the graduate or undergraduate level in advertising,
marketing, communications, and journalismQ (SAGE, 2004). The book succeeds in
accomplishing its goal of summarizing select literature on this aspect on advertising and
would be a good primary textbook or secondary reading for advanced courses in advertising
and marketing.
However, while the book succeeds on focusing light in a rather narrow spectrum, it is not a
mass market volume, or a first book for the novice on the subject, nor does it intend to fill that
role. For the library and information science professional who is looking for a general book
on advertising and/or marketing, there are a number of books that have a broader appeal.
Since many marketing books tend to concentrate on the for-profit sector, the reader could also
bridge into one of several books specializing on not-for-profit marketing, such as Andreasen
and Kotler (2002). For books that examine marketing specifically in library and information
centers, one might be better served to turn to Siess (2003) or Weingand (1998).

References
Andreasen, A., & Kotler, P. (2002). Strategic marketing for nonprofit organizations (6th ed.). Upper Saddle River,
NJ7 Prentice Hall.
SAGE (2004). Effective advertising [publisher’s blurb]. Thousand Oaks, CA7 SAGE. Retrieved November 11,
2004, from http://www.sagepub.com/book.aspx?pid=9786
Siess, J. A. (2003). The visible librarian: Asserting your values with marketing and advocacy. Chicago, IL7
American Library Association.
Weingand, D. E. (1998). Future-driven library marketing. Chicago, IL7 American Library Association.

John N. Olsgaard
School of Library and Information Science,
210 Davis College, University of South Carolina,
Columbia, SC 29206, USA
E-mail address: olsgaard-john@sc.edu.

doi:10.1016/j.lisr.2005.08.012