How to Advertise / Edition 3

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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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Editorial Reviews

From the Publisher
"How to Advertise is a continuous classic—a font of time-tested, practical guidance about making brand marketing come alive, with a refreshing flow of new ideas relevant to the worlds of interactivity and integration. Roman, Maas, and Nisenholtz have brought together business wisdom and contemporary best practice into one essential handbook for every advertising professional."

- Randall Rothenberg, Advertising Age columnist and director of intellectual capital, Booz Allen Hamilton

"How to Advertise is a timeless treasure of the enduring principles that everyone in the advertising supply chain—those who create, place, manage, review and approve—should read over and over again. It's the definitive roadmap to creating great work."

- James Speros, chairman, the Association of National Advertisers

"The classic primer on advertising-updated for the times while remaining timeless on enduring principles. A 'must read' for all clients and agency personnel."

- Bob Seelert, chairman, Saatchi & Saatchi

"I didn't think it was possible to improve upon the original version of How to Advertise, but Ken Roman and Jane Maas have done just that in this new edition of a classic book. And their new coauthor Martin Nisenholtz brings a 'new media' perspective that makes the book more valuable and timely than ever."

- O. Burtch Drake, President-CEO, American Association of Advertising Agencies

"If I had to recommend one book and only one book to ground someone in the real-world principles of advertising, it would be How to Advertise. Now in its third edition, Ken Roman, Jane Maas, and Martin Nisenholtz have brilliantly and insightfully updated it to include new technologies and everything you need to know in today's complicated marketing environment. A must-read for students and practitioners alike."

ch- Pat Fallon, chairman, Fallon Worldwide

"How to Advertise is comprehensive and practical. The experience of the authors is evident on every page. I would certainly recommend it to anyone who wants to get a real-world understanding of the many issues involved in using advertising effectively."

- Don Sexton, professor of business, Columbia University

"How to Advertise is the first comprehensive snapshot of the past, present, and future of advertising that includes the role interactive advertising is likely to play in the mix."

- Larry Kramer, chairman and CEO,

"Offers advice and text as elegantly simple as its name... cleanly written.... This no-nonsense guide to advertising makes it clear in the updated version why it's still a classic."

- BizEd Magazine

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Product Details

  • ISBN-13: 9780312340216
  • Publisher: St. Martin's Press
  • Publication date: 3/1/2005
  • Edition description: Third Edition
  • Edition number: 3
  • Pages: 288
  • Sales rank: 606,485
  • Product dimensions: 5.50 (w) x 8.50 (h) x 0.65 (d)

Meet the Author

Kenneth Roman, former Chairman and Chief Executive of Ogilvy & Mather Worldwide, one of the top international advertising and communications firms, is also the co-author of Writing That Works.

Jane Maas, a Creative Director at Ogilvy & Mather and subsequently Chairman of the Earle Palmer Brown agency, is a strategic and creative consultant and conducts sessions for the Association of National Advertisers on how to get more effective advertising. She is the author of Adventures of an Advertising Woman.

Martin Nisenholtz is CEO of New York Times Digital and a former director of content strategy for Ameritech Corporation. He is a director of the Interactive Advertising Bureau and chairman of the Online Publishers Association.

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Table of Contents

Preface: Will There Still Be Advertising?
Reflections on David Ogilvy: The Purpose of Advertising
Pt. I What to Say - and Where to Say It 1
1 Advertising Is About Ideas 3
2 Brands and Strategies 12
3 Research 27
4 Campaigns 38
5 Media Strategies and Tactics 50
6 Target Marketing 66
7 Integrated Communications 81
Pt. II Getting the Message Out 89
8 Television 91
9 Magazines and Newspapers 110
10 Radio and Outdoor 125
11 The Internet 135
12 Direct Marketing 151
13 Brochures, Web Sites, Sales Pieces 169
14 Promotion and Publicity 185
15 Truth and Ethics 198
16 Working with an Agency 215
Glossary 229
Index 253
About the Authors: Collaborative Animals 265
Acknowledgments: Thank You! 267
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