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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.
"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, lprofessor 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
"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
|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|
|5||Media Strategies and Tactics||50|
|Pt. II||Getting the Message Out||89|
|9||Magazines and Newspapers||110|
|10||Radio and Outdoor||125|
|13||Brochures, Web Sites, Sales Pieces||169|
|14||Promotion and Publicity||185|
|15||Truth and Ethics||198|
|16||Working with an Agency||215|
|About the Authors: Collaborative Animals||265|
|Acknowledgments: Thank You!||267|