How to AdvertiseThe classic guide to effective advertising--updated with new chapters on generating creative ideas, integrated communications, internet advertising, and the digital world, plus more than 200 fresh advertising examples and case histories. 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, direct marketing, brochures, websites, 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. More than an advertising guide, How to Advertise shows how to build brands and businesses. |
Contents
Advertising Is About Ideas | 3 |
Brands and Strategies | 12 |
Research | 27 |
Campaigns | 38 |
Media Strategies and Tactics | 50 |
Target Marketing | 66 |
Integrated Communications | 81 |
Getting the Message Out | 89 |
Television | 91 |
Magazines and Newspapers | 110 |
Radio and Outdoor | 125 |
The Internet | 135 |
Direct Marketing | 151 |
vi | 169 |
Other editions - View all
How to Advertise: What Works, what Doesn't - and why Kenneth Roman,Jane Maas,Martin Nisenholtz No preview available - 2003 |
How to Advertise: What Works, what Doesn't - and why Kenneth Roman,Jane Maas,Martin Nisenholtz No preview available - 2003 |
Common terms and phrases
adver agency American Express benefit better brand image brand personality brochure build brands campaign catalog Claude Hopkins clients color commercial communications consumer copy cost coupons create creative customers database David Ogilvy deliver direct mail direct marketing director display Dove beauty e-mail effective film focus groups global graphics headline Hershey's Kisses Hispanics ideas integrated interactive Jack Daniel's kids logo look magazines media plan medium offer Ogilvy & Mather package percent poster product or service promise promotion purchase quantitative research radio reach reader relationship relationship marketing response retailer says segments sell shoppers spend spot storyboard strategy success sumers talk target audience telemarketing television tell things tion tomers Tuaca users viewers visual