(1993) and a more recent work by Wallace and Van Fleet (2001). The book by Wallace and

Van Fleet includes real-life cases and practical exercises.

References

Baker, S. L., & Lancaster, F. W. (1991). The measurement and evaluation of library services (2nd ed.). Arlington,

VA7 Information Resources Press.

Hernon, P., & McClure, C. R. (1990). Evaluation and library decision making. Norwood, NJ7 Ablex.

Lancaster, F. W. (1993). If you want to evaluate your library. . . (2nd ed.). Urbana, IL7 University of Illinois,

Graduate School of Library and Information Science.

Rossi, P. H., Lipsey, M. W., & Freeman, H. E. (2004). Evaluation: A systematic approach. (7th ed.). Thousand

Oaks, CA7 SAGE Publications.

Wallace, D. P., & Van Fleet, C. (2001). Library evaluation: A casebook and can-do guide. Englewood, CO7

Libraries Unlimited.

Weiss, C. H. (1998). Evaluation: Methods for studying programs and policies. (2nd ed.). Upper Saddle River, NJ7

Prentice Hall.

Ronald R. Powell

Library and Information Science Program,

Wayne State University,

106 Kresge, Detroit, MI 48202, USA

E-mail address: ad5328@wayne.edu.

doi:10.1016/j.lisr.2005.08.010

Complete Copyright: An Everyday Guide for LibrariansBy Carrie Russell. Chicago, IL: American Library Association, 2004. 262 pp. $50.00 softcover

($45.00 for ALA members). ISBN 0838935435.

Complete Copyright delivers exactly what it promises: a practical, accessible overview of

the major tenets of copyright law and how each plays out on a daily basis in the 21st century

library. Russell, who has served as the Copyright Specialist in ALA’s Office for Information

Technology Policy since the position was created five years ago, is a master at translating

copyright law into plain language and applying the intricacies of the law to common library

situations.

Aimed at academic, school, and public librarians, this book balances legal background

from the Constitution through rulings as current as the past year with contemporary examples

and applications. A series of real life library patrons and employees illustrate the copyright

lessons of each chapter. For example, Professor Kahn, who teaches Gender Studies at the

university, sets up issues of fair use in the context of course readings; Ben Rabinowitz, a

college junior, introduces the concept of first sale and how interlibrary loan and document

delivery play into copyright; and Lena Valez, a school librarian and media specialist, poses

questions about creating pathfinders, Web links, and the effects of the Digital Millennium

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Copyright Act of 1988 (DMCA). These specific examples help the reader to understand the

implications and applications of what might otherwise seem like legalese.

Because of its important relation to copyright within the academic, school, and public

library spheres, there is also a chapter on licensing, the Uniform Computer Information

Transactions Act (UCITA), and plagiarism, with clear charts on the overlap and difference

between these concepts and copyright. The work closes with a chapter on librarians’

responsibility to advocate and educate their patrons on copyright, complete with resources

for advocates, such as sample PowerPoint presentations. In addition, there are 70 pages of

appendices, including selected portions of the copyright law, fair use guidelines, and

selected copyright court cases, for those readers who prefer to go right to the primary

source. There is also a glossary, bibliography, and accompanying Web site (http://www.

ala.org/completecopyright/) that provides more information for ongoing discussion and

updates.

One of the most useful lessons derived from this book is the constant reminder that the

purpose of copyright law is positive, not punitive; it is bto advance learning. The goal is not tostifle the use of copyrighted works but to stimulate the lawful access and use of copyrighted

works to learn and build new knowledgeQ (p. 138). Too often librarians characterize copyrightas a series of restrictive rules and situations in which we have to say no, which is an

unnecessarily harsh and incorrect interpretation of the law. As the Constitution itself states,

the impetus behind copyright protection is to bpromote the Progress of Science and useful

ArtsQ (p. 1). Russell reminds us frequently that all librarians have an obligation to promote the

broadest access to information possible, which means understanding copyright and applying

fair use to make content available instead of prohibited.

While Complete Copyright provides background, examples, precedents, and possibil-

ities, it is, as the front piece disclaimer states, bnot meant as legal advice.Q One of the

most frustrating aspects of copyright law is that it purposefully leaves things vague and

open to interpretation. For example, should a professor wish to use an image from a report

on the Web in a presentation to be made available in a student-only course management

system, the question as to whether this is permitted would not find an exact answer in this

book, because the answer is most often bit depends.Q After all, bcopyright is interpretationQ(p. 138). However, Complete Copyright does contain all the necessary background

information on copyright, fair use, and the new TEACH distance learning rulings to allow

for an informed judgment call factoring in the specific content being used, how it is being

used, and for what purpose. As Russell states, bIf you’re not sure, well, neither is the lawQ(p. 74).

Given how quickly the digital field is progressing, this text provides many more insights

than existing classics in the field, and librarians are advised to learn about new development

in the field. The volume is exceedingly current and addresses copyright intricacies of blogs

and courseware such as WebCT and Blackboard. But other intriguing trends are merely

mentioned in passing, such as the copyright implications of using cell phone text messages.

ALA’s marketing material for the work similarly drops trendy terms such as bnew virtual

reference user services,Q which are not explicitly explored in the text. If a librarian wanted to

know if he were allowed to scan a page from a reference book to send to a patron he was

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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 WorksBy 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

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