How to Advertise: What Works, What Doesn't - And Why

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The classic guide to effective advertising, How to Advertise has been an industry guidebook for more than 25 years. It has sold over 130,000 copies in the United States alone and has been published in 11 languages. Now industry authorities Kenneth Roman and Jane Maas, joined by new media expert Martin Nisenholtz, have produced an entirely new updated edition for the new world of marketing communications: New chapters include: generating creative ideas; advertising on the internet; integrated communications. There is new material on: brands and strategies; campaigns; target marketing; research; media strategies and tactics; how to work with an agency; truth and ethics. And lots of fresh examples of: TV, magazines, newspapers, radio and outdoor ads, direct marketing, brochures, catalogues and promotions. Plus an appreciation of David Ogilvy and a look at the purpose of advertising. A comprehensive tool for advertisers, agencies and students alike, this is a complete practical guide to what works in advertising, what doesn't - and why. More than an advertising guide, it shows how to build brands and businesses. Even if you're not part of the advertising world, it's a fascinating insight into what it's really all about. About the Author 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, CEO of New York Times Digital. At Ogilvy & Mather, he founded the first group devoted specifically to interactive communications. Prior to his current assignment, he was President of The New York Times