{"product_id":"how-to-advertise-building-brands-and-businesses-in-the-new-marketing-world-completely-revised-and-updated-new-edition-9780312340216","title":"How to Advertise: Building Brands and Businesses in the New Marketing World (Completely Revised and Updated New Edition)","description":"\u003cp\u003eThe 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. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003eA comprehensive tool for advertisers, agencies, and students, \u003ci\u003eHow to Advertise\u003c\/i\u003e is a complete, practical guide to what works in advertising, what doesn't--and why. \u003cp\u003e\u003c\/p\u003eThe 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. \u003cp\u003e\u003c\/p\u003eThe second deals with getting the message out--in TV, magazines, newspapers, radio, outdoor, direct marketing, brochures, websites, sales pieces, promotion, and publicity. \u003cp\u003e\u003c\/p\u003eThere 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. \u003cp\u003e\u003c\/p\u003eMore than an advertising guide, \u003ci\u003eHow to Advertise\u003c\/i\u003e shows how to build brands and businesses.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Kenneth Roman, Jane Maas, Martin Nisenholtz\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e St. Martin's Griffin\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 03\/01\/2005\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 288\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.75lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.50h x 5.50w x 0.90d\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9780312340216\u003cbr\u003e\u003cp\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eKenneth Roman\u003c\/b\u003e, former Chairman and Chief Executive of Ogilvy \u0026amp; Mather Worldwide, one of the top international advertising and communications firms, is also the co-author of \u003ci\u003eWriting That Works.\u003c\/i\u003e \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cb\u003eJane Maas\u003c\/b\u003e, a Creative Director at Ogilvy \u0026amp; 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 \u003ci\u003eAdventures of an Advertising Woman.\u003c\/i\u003e \u003cp\u003e\u003c\/p\u003e\u003cb\u003eMartin Nisenholtz\u003c\/b\u003e is CEO of \u003ci\u003eNew York Times\u003c\/i\u003e 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.\u003cbr\u003e\u003cp\u003e\u003ci\u003eThis title is not returnable\u003c\/i\u003e\u003cbr\u003e\u003c\/p\u003e","brand":"St. Martin's Griffin","offers":[{"title":"Paperback","offer_id":39955420512371,"sku":"9.78E+12","price":21.95,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9255\/0515\/products\/img_0f64ac56-dce2-4602-a50d-9d96f99c03c0.jpg?v=1648651556","url":"https:\/\/bookstorenmore.com\/en-de\/products\/how-to-advertise-building-brands-and-businesses-in-the-new-marketing-world-completely-revised-and-updated-new-edition-9780312340216","provider":"Bookstore N More","version":"1.0","type":"link"}