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How to Advertise » (Third Edition)
Authors: Kenneth Roman, Jane Maas
ISBN-13: 9780312340216, ISBN-10: 0312340214
Format: Paperback
Publisher: St. Martin's Press
Date Published: March 2005
Edition: Third Edition
Author Biography: Kenneth Roman
Kenneth Roman, former Chairman and Chief Executive of Ogilvy & 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 & 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.
Martin Nisenholtz is CEO of New York Times 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.
Book Synopsis
A completely revised guide -- updated for the '90s -- to what works, what doesn't, and why.
Table of Contents
| 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 |
| 1 | Advertising Is About Ideas | 3 |
| 2 | Brands and Strategies | 12 |
| 3 | Research | 27 |
| 4 | Campaigns | 38 |
| 5 | Media Strategies and Tactics | 50 |
| 6 | Target Marketing | 66 |
| 7 | Integrated Communications | 81 |
| Pt. II | Getting the Message Out | 89 |
| 8 | Television | 91 |
| 9 | Magazines and Newspapers | 110 |
| 10 | Radio and Outdoor | 125 |
| 11 | The Internet | 135 |
| 12 | Direct Marketing | 151 |
| 13 | Brochures, Web Sites, Sales Pieces | 169 |
| 14 | Promotion and Publicity | 185 |
| 15 | Truth and Ethics | 198 |
| 16 | Working with an Agency | 215 |
| Glossary | 229 | |
| Index | 253 | |
| About the Authors: Collaborative Animals | 265 | |
| Acknowledgments: Thank You! | 267 |
Subjects
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