TY  - BOOK
AU  - Roman,Kenneth
AU  - Maas,Jane
AU  - Nisenholtz,Martin
TI  - How to advertise
SN  - 0312318596
AV  - HF5823 .R665 2003
U1  - 659.1 21
PY  - 2003///
CY  - New York
PB  - Thomas Dunne Books/St. Martin's Press
KW  - Advertising
N1  - Includes index; Preface: Will There Still Be Advertising? --; Reflections on David Ogilvy: The Purpose of Advertising --; Pt. I; What to Say - and Where to Say It --; 1; Advertising Is About Ideas --; 2; Brands and Strategies --; 3; Research --; 4; Campaigns --; 5; Media Strategies and Tactics --; 6; Target Marketing --; 7; Integrated Communications --; Pt. II; Getting the Message Out --; 8; Television --; 9; Magazines and Newspapers --; 10; Radio and Outdoor --; 11; The Internet --; 12; Direct Marketing --; 13; Brochures, Web Sites, Sales Pieces --; 14; Promotion and Publicity --; 15; Truth and Ethics --; 16; Working with an Agency
N2  - "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
ER  -