Advertising by Kenneth E. Runyon, (second edition), Ohio, Merrill Publishing Co., 1984, pp.702. The text’s major strength lies in the author’s comprehensive use of examples. The author’s comments and analysis of past advertising copy are both interesting and informative. However, the fact that each chapter has a plethora of anecdotes and illustrations transform “theory” into practice, and consequently makes the reading of the text a pleasure rather than a chore. The basic content of the text is structured around the marketing plan which the author describes as “the vehicle that gives direction and coherence to marketing activities and advertising campaigns”. Following Part I, which consists of introductory chapters on the marketing process, advertisers, advertising agencies and the marketing plan itself, Part II examines the role of analysis and marketing research, consumer behaviour, the product, brand, package, pricing and distribution. At times in this latter part one feels that the author may have over extended himself, given the manner in which he tends to brush over some areas. In this regard the chapter on consumer behaviour was found to be somewhat weak.