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How to Advertise : Building Brands and Businesses in the New Marketing World by Jane Maas, Kenneth Roman and Martin Nisenholtz (2003, Hardcover)

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About this product

Product Identifiers

PublisherSt. Martin's Press

ISBN-100312318596

ISBN-139780312318598

eBay Product ID (ePID)2494850

Product Key Features

Edition3

Book TitleHow to Advertise : Building Brands and Businesses in the New Marketing World

Number of Pages256 Pages

LanguageEnglish

TopicAdvertising & Promotion

Publication Year2003

FeaturesRevised

GenreBusiness & Economics

AuthorJane Maas, Kenneth Roman, Martin Nisenholtz

FormatHardcover

Dimensions

Item Height1.1 in

Item Weight15.9 Oz

Item Length8.6 in

Item Width5.8 in

Additional Product Features

Intended AudienceTrade

LCCN2003-053159

Dewey Edition19

Reviews" How to Advertise is a continuous classic--a font of time-tested, practical guidance about making brand marketing come alive, with a refreshing flow of new ideas relevant to the worlds of interactivity and integration. Roman, Maas, and Nisenholtz have brought together business wisdom and contemporary best practice into one essential handbook for every advertising professional." --Randall Rothenberg, Advertising Age columnist and director of intellectual capital, Booz Allen Hamilton " How to Advertise is a timeless treasure of the enduring principles that everyone in the advertising supply chain--those who create, place, manage, review and approve--should read over and over again. It's the definitive roadmap to creating great work." --James Speros, chairman, the Association of National Advertisers "The classic primer on advertising-updated for the times while remaining timeless on enduring principles. A 'must read' for all clients and agency personnel." --Bob Seelert, chairman, Saatchi & Saatchi "I didn't think it was possible to improve upon the original version of How to Advertise, but Ken Roman and Jane Maas have done just that in this new edition of a classic book. And their new coauthor Martin Nisenholtz brings a 'new media' perspective that makes the book more valuable and timely than ever." --O. Burtch Drake, President-CEO, American Association of Advertising Agencies "If I had to recommend one book and only one book to ground someone in the real-world principles of advertising, it would be How to Advertise. Now in its third edition, Ken Roman, Jane Maas, and Martin Nisenholtz have brilliantly and insightfully updated it to include new technologies and everything you need to know in today's complicated marketing environment. A must-read for students and practitioners alike." --Pat Fallon, chairman, Fallon Worldwide " How to Advertise is comprehensive and practical. The experience of the authors is evident on every page. I would certainly recommend it to anyone who wants to get a real-world understanding of the many issues involved in using advertising effectively." --Don Sexton, lprofessor of business, Columbia University " How to Advertise is the first comprehensive snapshot of the past, present, and future of advertising that includes the role interactive advertising is likely to play in the mix." --Larry Kramer, chairman and CEO, MarketWatch.com "Offers advice and text as elegantly simple as its name... cleanly written.... This no-nonsense guide to advertising makes it clear in the updated version why it's still a classic." - BizEd Magazine

Dewey Decimal659.1

Edition DescriptionRevised edition

SynopsisA step-by-step guide to research which mirrors the structure of a research project, taking you through the thought process for designing and conducting your study from formulating the right research question at idea inception, ascertaining what methodologies and analysis can answer what type of questions, right through to dissemination, all presented in an easy, digestible style., The 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.

LC Classification NumberHF5823.R665 2003