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
     
 

"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

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Overview

"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."

- 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, MarketWatch.com

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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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