How to Advertise, Third Edition
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How to Advertise, Third Edition by Kenneth Roman
Book DescriptionThe 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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Book DetailsISBN: 9780312340216
(216mm x 140mm x 23mm)
Imprint: St Martin's Press
Publisher: St Martin's Press
Country of Publication: United States
Books By Author Kenneth Roman
King of Madison Avenue, Paperback (June 2010)
This biography traces Ogilvy's remarkable life, from his short-lived college education and undercover work during World War II to his many successful years in New York advertising. He redefined the advertising world, inspiring countless people to devote their lives to it. The book includes a wealth of photos, recordings and archive papers.
How to Advertise, Paperback (September 2005)View all books by Kenneth Roman
A comprehensive guide to effective advertising. Suitable for advertisers, agencies and business schools, it includes chapters on the Internet and interactive media, relationship marketing, integrated communications, creativity and ideas, as well as fresh insights and examples throughout.
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Author Biography - Kenneth Roman
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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