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Description
By any measure, How to Advertise is a classic. An authoritative and comprehensive guide to effective advertising, it is widely used by advertisers, agencies and business schools. This paperback edition includes chapters on the Internet and interactive media, relationship marketing, integrated communications, creativity and ideas, as well as fresh insights and new examples throughout.
The classic guide to effective advertising, How to Advertise has been an industry guidebook for more than 25 years. These expert authors have produced an entirely updated edition with lots of new material and fresh examples, including new chapters on generating creative ideas, advertising on the internet and integrated communications. This practical handbook explains what works in advertising, what doesn’t – and why. More than an advertising guide, it shows how to build brands and businesses. Whether you’re part of the advertising world or not, this is a fascinating insight into what it’s really all about.
Kenneth Roman, former Chairman and Chief Executive of Ogilvy & Mather Worldwide, one of the top international advertising and communication firms, is also the co-author of Writing that Works. Jane Maas, a Creative Director at Ogilvy & Mather and subsequently Chairman of the Earle Palmer Brown agency, is a strategic and creative consultant. She is the author of Adventures of an Advertising Woman. Martin Nisenholtz, CEO of New York Times Digital, is a director of the Interactive Advertising Bureau and chairman of the Online Publishers Association.
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