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Book Info
Monday February 8, 2010
How to Advertise
by Kenneth Roman, Jane Maas
Branding/Advertising
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How to Advertise
January 0001
Kenneth Roman, Jane Maas
Kogan Page -
9780749438494
****
Price
4,500.00
$34.62
The classic guide to effective advertising, How to Advertise has been an industry guidebook for more than 25 years. It has sold over 130,000 copies in the United States lone and has been published in 11 languages. Now industry authorities Kenneth Roman and Jane Maas, joined by new media expert Martin Nisenholtz, have produced an entirely new updated edition for the new world of marketing communications: New chapters include: *generating creative ideas; o advertising on the internet; o integrated communications. There is new material on: o brands and strategies; o campaigns; o target marketing; o research; o media strategies and tactics; o how to work with an agency; o truth and ethics. And you will find lots of fresh examples of TV, magazine, newspaper, radio and outdoor ads, direct marketing, brochures, catalogues and promotions. Plus an appreciation of David Ogilvy and a look at the purpose of advertising. A comprehensive tool for advertisers, agencies and students alike, this is a complete practical guide to what works in advertising, what doesn't - and why. More than an advertising guide, it shows how to build brands and businesses. Even if you're not part of the advertising world, it's a fascinating insight into what it's really all about. Kenneth Roman, former Chairman and Chief Executive of Ogilvy Et Mather Worldwide, one of the top international advertising and communications firms, is also the co-author of Writing That Works. Jane Maas, a Creative Director at Ogilvy Et Mather and subsequently Chairman of the Earle Palmer Brown agency, is a strategic and creative consultant and conducts sessions for the Association of National Advertisers on how to get more effective advertising. She is the author of Adventures of an Advertising Woman. The authors are collaborative animals who worked together successfully on major advertising campaigns. They have been joined in this third edition by Martin Nisenholtz, CEO of New York Times Digital. Prior to joining the Times Company, he founded the first interactive agency in the United States at Ogilvy Mather in 1993. He is a director of the Interactive Advertising Bureau and chairman of the Online
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