How to Advertise

by Kenneth Roman, Jane Maas

"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 What to say - and Creative ideas, brands and strategies, consumer research, media strategies and tactics; Getting the message 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 Integrated communications, global campaigns, target marketing, working with an agency, truth and ethics.

Genres: Business

240 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