I believe that, in order to best serve the clients who trust me to help them invest in marketing programs and the media companies that hire me to grow their advertising revenues, I need to be a media expert with deep knowledge of local marketing tools and tactics. While I have worked in local advertising all of my adult life, mostly in direct response digital and print media, I am relatively new to crafting television and omnichannel digital campaigns. To skill up for the role and keep my media and marketing knowledge current, I recently completed a BA that included a heavy load of courses at UT’s Stan Richards School of Advertising & Public Relations and an MS in Digital Audience Strategy at ASU’s Crokite School of Journalism and Mass Communications. The learning hasn’t stopped there. Since I graduated ASU and started working in local television and digital advertising a little over a year ago, I’ve read 80 books about advertising, industry verticals I serve, marketing, media business, media production, psychology, sales methodologies, and selling technologies.
Advertising (Television, Digital, Video)
Advertising Media Planning by Jack Sissors, Roger Barton, and David Smith
All-Inclusive TV by Chuck Hengel (3x)
Hook Point: How to Stand Out in a 3-Second World by Brendan Kane
Television Secrets for Marketing Success by Joseph Sugarman
Video Persuasion by Rick Cesari
Industry Verticals (Auto Dealers, Home Services, Restaurants)
Delivering the Digital Restaurant by Carl Orsbourn and Meredith Sandland
Driving Sales: What it Takes to Sell 1000 Cars per Month
Gross Deception by Dave Pollak
Home Service Millionaire by Tommy Mello
Internet Marketing & SEO for Contractors by Joshua Nelson and Dean Iodice
Restaurant Success by the Numbers by Roger Fields, CPA (3x)
The Ultimate Guide to Digital Marketing for Roofers by Chris Hunter
Marketing (Demand Generation, B2C, B2B)
Building a StoryBrand: Clarify Your Message So Customers Will Listen by Donald Miller
Creating Demand: Generating Cool, Custom Marketing Ideas by Gerardo Tabio and Sally Beamer
Growth Hacker Marketing by Ryan Holiday (3x)
Marketing Artificial Intelligence by Paul Roetzer and Mike Kaput
One Million Followers by Brendan Kane
They Ask, You Answer by Marcus Sheridan (4x)
The Cold Email Manifesto by Alex Berman and Robert Indries
Media (Business, Evolution, and Technology)
Binge Times by Dade Hayes and Dawn Chmielewski
Cable Cowboy by Mark Robichaux (3x)
Citizen Reporters by Stephanie Gorton
Call Me Ted by Ted Turner and Bill Burke (3x)
The Chief: The Life of William Randolph Hearst by David Nasaw (3x)
Ellen Browning Scripps: New Money and American Philanthropy by Molly McClain
The Evolution of American Investigative Journalism by James L. Aucoin
E.W. Scripps and the Business of Newspapers by Gerald Baldasty
Ghosting the News: Local Journalism and the Crisis of American Democracy by Margaret Sullivan
How the Internet Happened by Brian McCullough
The King of Content by Keach Hagey
Media Disrupted: Surviving Pirates, Cannibals, and Streaming Wars by Amanda Lotz
Over The Top: How the Internet Is (Slowly But Surely) Changing the Television Industry by Alan Wolk
Personal History by Katharine Graham
Ponderings of a PPC Professional by Kirk Williams
Portals: A Treatise on Internet-Distributed Television by Amanda Lotz
Streampunks: YouTube and the Rebels Remaking Media by Robert Kyncl
Subprime Attention Crisis: Advertising and the Time Bomb at the Heart of the Internet by Tim Hwang
Television: Innovation, Disruption, and the World’s Most Powerful Medium by Seth Shapiro
The Loudest Voice in the Room by Gabriel Sherman
The Publisher by Alan Brinkley
TV’s New Golden Age by Eric Williams
Verizon Untethered: An Insider’s Story of Innovation and Disruption
We Now Disrupt This Broadcast by Amanda Lotz
Media Production
Adobe Premiere Pro Classroom in a Book by Maxim Jago
Edit Better: Hollywood-Tested Strategies for Powerful Video Editing by Jeff Bartsch
Grammar of the Shot by Christopher Bowen
Grammar of the Edit by Christopher Bowen
In the Blink of an Eye: A Perspective on Film Editing by Walter Murch
Picture Perfect Food by Joanie Simon
Psychology
Flow by Mihaly Csikszentmihalyi, Ph.D. (3x)
Influence: The Psychology of Persuasion by Robert Cialdini, Ph.D. (2x)
Learned Optimism by Martin Seligman, Ph.D. (3x)
Nonviolent Communication by Marshall Rosenberg
Sales (Methodology, Strategy, and Tech)
ABM is B2B by Sangram Vajre and Eric Spett (2x)
The Challenger Sale: Taking Control of the Customer Conversation by Matthew Dixon and Brent Adamson (5x)
The Challenger Customer by Matthew Dixon and Brent Adamson
How to Get a Meeting with Anyone: The Untapped Selling Power of Contact Marketing by Stu Heinecke
Predictable Prospecting by Marylou Tyler and Jeremy Donovan (2x)
Selling Local Advertising by Claud Whitacre
Selling the Cloud: A Playbook for Success in Cloud Software and Enterprise Sales by Mark Petruzzi (2x)
Social Selling: Techniques to Influence Buyers and Changemakers by Tim Hughes and Matt Reynolds
Successful Local Broadcast Sales by Paul Weyland
David W. Flash 
Reblogged this on Ad Guide Central Texas.
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