{"product_id":"how-to-advertise-third-edition-paperback-1","title":"How to Advertise: Building Brands and Businesses in the New Marketing World (Completely Revised and Updated New Edition) - Paperback","description":"\u003cp\u003eby \u003cb\u003eKenneth Roman\u003c\/b\u003e (Author), \u003cb\u003eJane Maas\u003c\/b\u003e (Author), \u003cb\u003eMartin Nisenholtz\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eThe 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.\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003eA comprehensive tool for advertisers, agencies, and students, \u003ci\u003eHow to Advertise\u003c\/i\u003e is a complete, practical guide to what works in advertising, what doesn't--and why. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003eThe 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. \u003cp\u003e\u003c\/p\u003eThe second deals with getting the message out--in TV, magazines, newspapers, radio, outdoor, direct marketing, brochures, websites, sales pieces, promotion, and publicity. \u003cp\u003e\u003c\/p\u003eThere 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. \u003cp\u003e\u003c\/p\u003eMore than an advertising guide, \u003ci\u003eHow to Advertise\u003c\/i\u003e shows how to build brands and businesses.\u003ch3\u003eBack Jacket\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\"\u003ci\u003eHow to Advertise\u003c\/i\u003e is a continuous classic--a font of time-tested, practical guidance about making brand marketing come alive, with a refreshing flow of new ideas relevant to the worlds of interactivity and integration. Roman, Maas, and Nisenholtz have brought together business wisdom and contemporary best practice into one essential handbook for every advertising professional.\"\u003cbr\u003e- Randall Rothenberg, \u003ci\u003eAdvertising Age\u003c\/i\u003e columnist and director of intellectual capital, Booz Allen Hamilton \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\"\u003ci\u003eHow to Advertise\u003c\/i\u003e is a timeless treasure of the enduring principles that everyone in the advertising supply chain--those who create, place, manage, review and approve--should read over and over again. It's the definitive roadmap to creating great work.\"\u003cbr\u003e- James Speros, chairman, the Association of National Advertisers \u003cp\u003e\u003c\/p\u003e\"The classic primer on advertising-updated for the times while remaining timeless on enduring principles. A 'must read' for all clients and agency personnel.\"\u003cbr\u003e- Bob Seelert, chairman, Saatchi \u0026amp; Saatchi \u003cp\u003e\u003c\/p\u003e\"I didn't think it was possible to improve upon the original version of \u003ci\u003eHow to Advertise, \u003c\/i\u003ebut Ken Roman and Jane Maas have done just that in this new edition of a classic book. And their new coauthor Martin Nisenholtz brings a 'new media' perspective that makes the book more valuable and timely than ever.\"\u003cbr\u003e- O. Burtch Drake, President-CEO, American Association of Advertising Agencies \u003cp\u003e\u003c\/p\u003e\"If I had to recommend one book and only one book to ground someone in the real-world principles of advertising, it would be \u003ci\u003eHow to Advertise.\u003c\/i\u003e Now in its third edition, Ken Roman, Jane Maas, and Martin Nisenholtz have brilliantly and insightfully updated it to include new technologies and everything you need to know in today's complicated marketing environment. A must-read for students and practitioners alike.\"\u003cbr\u003e- Pat Fallon, chairman, Fallon Worldwide \u003cp\u003e\u003c\/p\u003e\"\u003ci\u003eHow to Advertise\u003c\/i\u003e is comprehensive and practical. The experience of the authors is evident on every page. I would certainly recommend it to anyone who wants to get a real-world understanding of the many issues involved in using advertising effectively.\"\u003cbr\u003e- Don Sexton, professor of business, Columbia University \u003cp\u003e\u003c\/p\u003e\"\u003ci\u003eHow to Advertise\u003c\/i\u003e is the first comprehensive snapshot of the past, present, and future of advertising that includes the role interactive advertising is likely to play in the mix.\"\u003cbr\u003e- Larry Kramer, chairman and CEO, MarketWatch.com\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eKenneth Roman\u003c\/b\u003e, former Chairman and Chief Executive of Ogilvy \u0026amp; Mather Worldwide, one of the top international advertising and communications firms, is also the co-author of \u003ci\u003eWriting That Works.\u003c\/i\u003e \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cb\u003eJane Maas\u003c\/b\u003e, a Creative Director at Ogilvy \u0026amp; 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 \u003ci\u003eAdventures of an Advertising Woman.\u003c\/i\u003e \u003cp\u003e\u003c\/p\u003e\u003cb\u003eMartin Nisenholtz\u003c\/b\u003e is CEO of \u003ci\u003eNew York Times\u003c\/i\u003e Digital and a former director of content strategy for Ameritech Corporation. He is a director of the Interactive Advertising Bureau and chairman of the Online Publishers Association.\n        \u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 288\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.9 x 8.5 x 5.5 IN\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eIllustrated:\u003c\/strong\u003e Yes\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e March 01, 2005\u003c\/div\u003e\n            ","brand":"Books by splitShops","offers":[{"title":"Default Title","offer_id":42134543696007,"sku":"9780312340216","price":22.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0601\/2623\/2711\/files\/5efa720e17d2ec2ff47b6b1801b00a48_183549da-b6a5-49e8-8b0a-8a54ba8fe901.webp?v=1732642610","url":"https:\/\/booksby.splitshops.com\/products\/how-to-advertise-third-edition-paperback-1","provider":"Books by splitShops","version":"1.0","type":"link"}