How To Advertise(What Works, What Doesn T – And Why) (Paperback)

The classic guide to effective advertising, How to Advertise has been an industry guidebook for more than 25 years. It has sold over 130,000 copies in the United States alone and has been published in 11 languages. Now industry authorities Kenneth Roman and Jane Maas, joined by new media expert Martin Nisenholtz, have produced an entirely new updated edition for the new world of marketing communications New chapters include generating creative ideas; advertising on the internet; integrated communications. There is new material on brands and strategies; campaigns; target marketing; research; media strategies and tactics; how to work with an agency; truth and ethics. And lots of fresh examples of TV, magazines, newspapers, radio and outdoor ads, direct marketing, brochures, catalogues and promotions. Plus an appreciation of David Ogilvy and a look at the purpose of advertising. A comprehensive tool for advertisers, agencies and students alike, this is a complete practical guide to what works in advertising, what doesn t - and why. More than an advertising guide, it shows how to build brands and businesses. Even if you re not part of the advertising world, it s a fascinating insight into what it s really all about.