Cart
Free US shipping over $10
Proud to be B-Corp

How to Advertise Ken Roman

How to Advertise By Ken Roman

How to Advertise by Ken Roman


$10.00
Condition - Very Good
Only 2 left

Summary

Recognised throughout the world as the classic text on advertising - in print for 27 years

How to Advertise Summary

How to Advertise by Ken Roman

All grown-up advertising people will be grateful to it; with advertisers, perhaps, the most grateful of all. - Jeremy Bullmore, former Chairman, J Walter Thompson Read it. It will save you a vast amount of indecision, worry and financial misery. You'll end up knowing more than your agency. - Marketing If you've ever found yourself staring at a blank page, completely devoid of ideas, check out this book - it could provide you with the inspiration you are looking for. - Media Week ...neatly mixes abstract ideas with concrete examples of campaigns to produce a satisfying digest of contemporary advertising practice. - Marketing Business By any measure, How to Advertise is a classic. An authoritative and comprehensive guide to effective advertising, it is widely used by advertisers, agencies and business schools. This paperback edition includes chapters on the Internet and interactive media, relationship marketing, integrated communications, creativity and ideas, as well as fresh insights and new examples throughout. Drawing on their extensive experience, and writing in a refreshingly down-to-earth style, the authors cover: What to say - and where: Creative ideas, brands and strategies, consumer research, media strategies and tactics. Getting the message out: Principles for effective TV, magazines and newspapers, radio and out-of-home, the Internet and interactive media, direct and relationship marketing, brochures and sales pieces, consumer promotions. Tying it all together: Integrated communications, global campaigns, target marketing, working with an agency, truth and ethics.

How to Advertise Reviews

All grown-up advertising people will be grateful to it; with advertisers, perhaps, the most grateful of all. Jeremy Bullmore, former Chairman, J Walter Thompson Read it. It will save you a vast amount of indecision, worry and financial misery. You'll end up knowing more than your agency. Marketing If you've ever found yourself staring at a blank page, completely devoid of ideas, check out this book - it could provide you with the inspiration you are looking for. Media Week ...neatly mixes abstract ideas with concrete examples of campaigns to produce a satisfying digest of contemporary advertising practice. Marketing Business

About Ken Roman

Kenneth Roman, former Chairman and CEO of Ogilvy & Mather Worldwide, one of the world's top advertising and communications firms, is also co-author of Writing That Works (Harper/Collins). Jane Maas , a Creative Director at Ogilvy & Mather and subsequently Chairman of the Earle Palmer Brown agency, is a strategic and creative consultant. She is also author of Adventures of an Advertising Woman . Martin Nisenholtz is CEO of New York Times Digital. While at Ogilvy & Mather he founded the first group in the US devoted specifically to interactive marketing.

Table of Contents

What to say: and where: Creative ideas, brands and strategies, consumer research, media strategies and tactics. Getting the message out: Principles for effective TV, magazines and newspapers, radio and out-of-home, the Internet and interactive media, direct and relationship marketing, brochures and sales pieces, consumer promotions. Tying it all together: Integrated communications, global campaigns, target marketing, working with an agency, truth and ethics.

Additional information

GOR001706502
9780749444624
0749444622
How to Advertise by Ken Roman
Used - Very Good
Paperback
Kogan Page Ltd
20050903
240
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - How to Advertise