Research Catalog
How to advertise
- Title
- How to advertise / Kenneth Roman and Jane Maas with Martin Nisenholtz.
- Author
- Roman, Kenneth.
- Publication
- New York : Thomas Dunne Books/St. Martin's Press, 2003.
- Supplementary Content
Items in the Library & Off-site
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1 Item
| Status | Format | Access | Call Number | Item Location |
|---|---|---|---|---|
| Text | Request in advance | HF5823 .R665 2003 | Off-site |
Holdings
Details
- Additional Authors
- Description
- xix, 268 pages; 22 cm
- Summary
- "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.
- Subjects
- Note
- Includes index.
- 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. 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.
- ISBN
- 0312318596
- 9780312318598
- LCCN
- 2003053159
- OCLC
- ocm52258285
- 52258285
- SCSB-5364697
- Owning Institutions
- Columbia University Libraries