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

Review:

“A supremely practical book. Invest just one day studying it. You will never OK another dud ad.” -- Drayton Bird, Chairman, The Drayton Bird Partnership

“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 primer on advertising – a must-read.” -- Bob Seelert, Chairman, Saatchi & Saatchi

Book Description:

Recognised throughout the world as the classic text on advertising - in print for 27 years

Over 150, 000 copies sold and translated into 12 languages

Completely updated, lots of new cases and examples, covers latest media and methods

Authors internationally renowned experts

About this edition

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