How to Advertise: What Works, What Doesn't and Why - Softcover

Kenneth Roman; Jane Maas; Martin Nisenholtz

Softcover

ISBN 10: 0749444622 ISBN 13: 9780749444624

Publisher: Kogan Page, 2005

Synopsis

"All grown-up advertising people will be grateful to it; with advertisers, perhaps, the most grateful of all." -

Jeremy Bullmore, former Chairman, J Walter Thompson

"Read it. It will save you a vast amount of indecision, worry and financial misery. You'll end up knowing more than your agency." - Marketing

"If you've ever found yourself staring at a blank page, completely devoid of ideas, check out this book - it could provide you with the inspiration you are looking for." - Media Week

"...neatly mixes abstract ideas with concrete examples of campaigns to produce a satisfying digest of contemporary advertising practice." - Marketing Business

By any measure, How to Advertise is a classic. An authoritative and comprehensive guide to effective advertising, it is widely used by advertisers, agencies and business schools.

This paperback edition includes chapters on the Internet and interactive media, relationship marketing, integrated communications, creativity and ideas, as well as fresh insights and new examples throughout.

Drawing on their extensive experience, and writing in a refreshingly down-to-earth style, the authors cover:

What to say - and where: Creative ideas, brands and strategies, consumer research, media strategies and tactics. Getting the message out: Principles for effective TV, magazines and newspapers, radio and out-of-home, the Internet and interactive media, direct and relationship marketing, brochures and sales pieces, consumer promotions. Tying it all together: Integrated communications, global campaigns, target marketing, working with an agency, truth and ethics.

About this title

About the Authors

Kenneth Roman, former Chairman and Chief Executive of Ogilvy & Mather Worldwide, one of the top international advertising and communication 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. She is the author of Adventures of an Advertising Woman.

Martin Nisenholtz, CEO of New York Times Digital, is a director of the Interactive Advertising Bureau and Chairman of the Online Publishers Association. Prior to his current assignment, he was President of The New York Times Electronic Media Company and Director of Content Strategy for Ameritech Corporation.

From the Inside Flap

How to Advertise
What works, what doesn t and why
Kenneth Roman & Jane Maas with Martin Nisenholtz

"The classic primer on advertising a must-read."
Bob Seelert, Chairman, Saatchi & Saatchi

REAR COVER;

"Of all the books available on advertising, this is the least hyped and most pragmatic. As the title suggests, it does exactly what it says on the tin."

Marketing Business

"A supremely practical book. Invest just one day studying it.
You will never OK another dud ad."

Drayton Bird, Chairman, The Drayton Bird Partnership

"With relentless logic, and generous helpings of contemporary examples
How to Advertise reclaims reality. All grown-up advertising people will
be grateful to it; with advertisers, perhaps the most grateful of all."

Jeremy Bullmore, former Chairman, J Walter Thompson

"If you have ever found yourself staring at a blank page, completely
devoid of ideas, check out this book it could provide you
with the inspiration you are looking for!"

Mediaweek

"How to Advertise is a short, easy-to-read, important book for those
interested in effective advertising. It is a valuable asset."

Journal of Consumer Marketing

The classic guide to effective advertising, How to Advertise has been an industry guidebook for more than 25 years. These expert authors have produced an entirely updated edition with lots of new material and fresh examples, including new chapters on generating creative ideas, advertising on the internet and integrated communications. This practical handbook explains what works in advertising, what doesn t and why. More than an advertising guide, it shows how to build brands and businesses. Whether you re part of the advertising world or not, this is a fascinating insight into what it s really all about.

Kenneth Roman, former Chairman and Chief Executive of Ogilvy & Mather Worldwide, one of the top international advertising and communication 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. She is the author of Adventures of an Advertising Woman. Martin Nisenholtz, CEO of New York Times Digital, is a director of the Interactive Advertising Bureau and chairman of the Online Publishers Association.

Edition details

• Publisher: Kogan Page
• Publication date: 2005
• Language: English
• ISBN 10: 0749444622
• ISBN 13: 9780749444624
• Binding: Paperback
• Edition number: 3
• Number of pages: 240