ISBN 9780312340216 | 0312340214 Textbooks - "How to Advertise" by Martin Kenneth Roman Roman Jane Maas Jane Kenneth and Maas Kenneth Maas Jane Nisenholtz Kenneth Jane Maas Martin Nisenholtz

Authors: Martin - Kenneth Roman - Roman - Jane Maas - Jane - Kenneth and Maas - Kenneth: Maas - Jan…
ISBN 10: 0312340214
ISBN 13: 9780312340216
Edition: 3rd
Release: March 1, 2005
Format: Paperback (288 pages)
List Price: $14.95
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List Price: $14.95

Tags: Business & Investing, Marketing & Sales, Advertising,

Book Description:
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.

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How to Advertise