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

by Kenneth Roman, Jane Maas, Martin Nisenholtz

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.

Genres: Business

288 pages, Paperback

First published January 1, 1977

Reviews

[Maximus · Rating 3 out of 5]

Great overview

[Yousseif Abdellatif · Rating 4 out of 5]

Come fare pubblicità gives us a front-row seat to how power protects power, with Kenneth Roman dissecting the polite lies elite networks use to insulate themselves from fallout.

[Yousseif Abdellatif · Rating 3 out of 5]

The detail that got me in Come fare pubblicità was how ordinary everything felt until it suddenly didn't. Kenneth Roman lets the creepiness leak in through tiny cracks, no cheap scares, no fluff. The last chapter overexplains a bit. Great for people who like dread with their coffee, skip if you want a gore-fest.

[A · Rating 4 out of 5]

Not fully read, to follow up on