How to Advertise

Roman, Kenneth; Maas, Jane; Nisenholtz, Martin

Published by Kogan Page Ltd
ISBN 10: 0749444622 / ISBN 13: 9780749444624
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2005. 3rd. Paperback. 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. Num Pages: 240 pages. BIC Classification: KJSA. Category: (P) Professional & Vocational. Dimension: 235 x 159 x 42. Weight in Grams: 444. . . . . . Books ship from the US and Ireland. Bookseller Inventory #

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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; and, Tying it all together: Integrated communications, global campaigns, target marketing, working with an agency, truth and ethics.

About the Author: Kenneth Roman, former Chairman and CEO of Ogilvy & Mather Worldwide, one of the world's top advertising and communications firms, is also co-author of Writing That Works (Harper/Collins). 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 also author of Adventures of an Advertising Woman . Martin Nisenholtz is CEO of New York Times Digital. While at Ogilvy & Mather he founded the first group in the US devoted specifically to interactive marketing.

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Title: How to Advertise
Publisher: Kogan Page Ltd
Book Condition: New

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Martin Nisenholtz, Jane Maas, Kenneth Roman
Published by Kogan Page (2005)
ISBN 10: 0749444622 ISBN 13: 9780749444624
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Book Description Kogan Page, 2005. Paperback. Book Condition: Very Good. How to Advertise: What Works, What Doesn't and Why This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. . Bookseller Inventory # 7719-9780749444624

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