How to advertise /
Roman, Kenneth,
How to advertise / How to advertise : Building brands and businesses in the new marketing world. Kenneth Roman and Jane Maas with Martin Nisenholtz. - Third edition. - xix, 268 pages ; 22 cm
Includes index.
Preface: Will There Still Be Advertising? -- Reflections on David Ogilvy: The Purpose of Advertising -- What to Say - and Where to Say It -- Advertising Is About Ideas -- Brands and Strategies -- Research -- Campaigns -- Media Strategies and Tactics -- Target Marketing -- Integrated Communications -- Getting the Message Out -- Television -- Magazines and Newspapers -- Radio and Outdoor -- The Internet -- Direct Marketing -- Brochures, Web Sites, Sales Pieces -- Promotion and Publicity -- Truth and Ethics -- Working with an Agency. Pt. I. 1. 2. 3. 4. 5. 6. 7. Pt. II. 8. 9. 10. 11. 12. 13. 14. 15. 16.
"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 advertising, direct marketing, brochures, web sites, 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."--BOOK JACKET.
0312318596 9780312318598
2003053159
Advertising.
HF5823 / .R665 2003
659.1
How to advertise / How to advertise : Building brands and businesses in the new marketing world. Kenneth Roman and Jane Maas with Martin Nisenholtz. - Third edition. - xix, 268 pages ; 22 cm
Includes index.
Preface: Will There Still Be Advertising? -- Reflections on David Ogilvy: The Purpose of Advertising -- What to Say - and Where to Say It -- Advertising Is About Ideas -- Brands and Strategies -- Research -- Campaigns -- Media Strategies and Tactics -- Target Marketing -- Integrated Communications -- Getting the Message Out -- Television -- Magazines and Newspapers -- Radio and Outdoor -- The Internet -- Direct Marketing -- Brochures, Web Sites, Sales Pieces -- Promotion and Publicity -- Truth and Ethics -- Working with an Agency. Pt. I. 1. 2. 3. 4. 5. 6. 7. Pt. II. 8. 9. 10. 11. 12. 13. 14. 15. 16.
"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 advertising, direct marketing, brochures, web sites, 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."--BOOK JACKET.
0312318596 9780312318598
2003053159
Advertising.
HF5823 / .R665 2003
659.1