How to Advertise

• Author: Kenneth Roman
• ISBN 10: 0749438495
• ISBN 13: 9780749438494
• Edition: 3rd Revised edition
• Release: May 3, 2003
• Format: Hardcover (224 pages)
• List Price: Unknown
• More Details

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

  Book Description:
  In its third edition, this comprehensive guide to advertising includes additional chapters on the Internet and interactive media, relationship marketing, integrated communications, creativity and ideas, as well as new examples throughout. Drawing on their own experience, 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, radio, Internet, brochures and promotions; and tying it all together - integrated communiations, global campaigns, target marketing, working with an agency, truth and ethics.

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