How to Advertise / Edition 3
  • How to Advertise / Edition 3
  • How to Advertise / Edition 3

How to Advertise / Edition 3

by Kenneth Roman, Jane Maas
     
 

ISBN-10: 0312340214

ISBN-13: 9780312340216

Pub. Date: 03/01/2005

Publisher: St. Martin's Press

The classic guide to effective advertising--updated with new chapters on generating creative ideas, integrated communications, internet advertising, and the digital world, plus more than 200 fresh advertising examples and case histories.

A comprehensive tool for advertisers, agencies, and students, How to Advertise is a complete, practical guide to what

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Overview

The classic guide to effective advertising--updated with new chapters on generating creative ideas, integrated communications, internet advertising, and the digital world, plus more than 200 fresh advertising examples and case histories.

A comprehensive tool for advertisers, agencies, and students, How to Advertise is a complete, practical guide to what works in advertising, what doesn't--and why.

The first section covers what to say and where to say it, including updated chapters on brands and strategies, research, campaigns, media strategies and tactics, and target marketing.

The second deals with getting the message out--in TV, magazines, newspapers, radio, outdoor, direct marketing, brochures, websites, sales pieces, promotion, and publicity.

There are guidelines for legal, regulatory, and public responsibility issues, plus a chapter on how to work with an agency, a glossary of more than 300 industry terms and definitions, and an appreciation of David Ogilvy and the purpose of advertising.

More than an advertising guide, How to Advertise shows how to build brands and businesses.

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Product Details

ISBN-13:
9780312340216
Publisher:
St. Martin's Press
Publication date:
03/01/2005
Edition description:
Third Edition
Pages:
288
Product dimensions:
5.50(w) x 8.50(h) x 0.65(d)

Table of Contents

Preface: Will There Still Be Advertising?
Reflections on David Ogilvy: The Purpose of Advertising
Pt. IWhat to Say - and Where to Say It1
1Advertising Is About Ideas3
2Brands and Strategies12
3Research27
4Campaigns38
5Media Strategies and Tactics50
6Target Marketing66
7Integrated Communications81
Pt. IIGetting the Message Out89
8Television91
9Magazines and Newspapers110
10Radio and Outdoor125
11The Internet135
12Direct Marketing151
13Brochures, Web Sites, Sales Pieces169
14Promotion and Publicity185
15Truth and Ethics198
16Working with an Agency215
Glossary229
Index253
About the Authors: Collaborative Animals265
Acknowledgments: Thank You!267

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