How to Advertise / Edition 3
  • Alternative view 1 of How to Advertise / Edition 3
  • Alternative view 2 of How to Advertise / Edition 3

How to Advertise / Edition 3

by Kenneth Roman, Jane Maas
     
 

View All Available Formats & Editions

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

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.

Product Details

ISBN-13:
9780312340216
Publisher:
St. Martin's Press
Publication date:
03/01/2005
Edition description:
Third Edition
Pages:
288
Sales rank:
623,733
Product dimensions:
5.50(w) x 8.50(h) x 0.65(d)

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >