Book cover design receives ADDY

February 24, 2012

Book cover

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WEST LAFAYETTE, Ind. - The book cover for the Purdue University Press-published "Tuning Into Mom: Understanding America's Most Powerful Consumer," received a 2011-12 Silver ADDY award from the American Advertising Federation - North Central Indiana on Tuesday (Feb. 21).

Carol Rest, owner of Carol Rest Design, West Lafayette, who was contracted to design the cover, received the honor for her work.

The ADDYs is conducted annually by the American Advertising Federation, which is a three-tier, national competition recognizing exceptional advertising and marketing in all media including print, broadcast, out-of-home and public service.

"We're thrilled with the book's success and Carol's recognition for her excellent cover design," said Bryan Shaffer, production and marketing manager for Purdue University Press. "This book was a great project, and the honor is well-deserved."

"Tuning Into Mom" was co-authored by Teri Lucie Thompson, Purdue's chief marketing officer and vice president for marketing and media, and Michal Clements, a principal at the Cambridge Group.

The book provides an in-depth analysis backed by exhaustive research, face-to-face conversations, and years of experience and collaboration to show marketers of goods and services why moms are key and how to reach them. It also is useful to those who teach consumer science and marketing courses.?

Thompson and Clements grounded their book in quantitative research of more than 5,000 moms, complemented by a series of in-depth interviews with mothers of children ages 1-29. The research underscored several of their "hot button" issues - identified as food, exercise and sports, education, health and safety, technology, and fashion and beauty - which manifest differently through various periods of their children's lives, from the infant/toddler stage to the young adult phase.

"'Tuning Into Mom' was a great project to design," Rest said. "The cover depicts the book's message through a complement of typography and simple illustration - mom's purse and her purchasing influence on her family through the icons that define the purse shape."

Purdue University Press released the book in October as a hardcover and e-book. It can be ordered at  The Press was founded in 1960 and is a unit of Purdue University Libraries. It publishes around 30 books a year and five subscription-based journals, and is dedicated to the dissemination of scholarly and professional information.
Writer: Jim Bush, 765-494-2077,

Source: Bryan Shaffer, 765-494-8428,