How to Advertise

Capa
Macmillan, 2005 - 288 páginas

The 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.

 

Páginas seleccionadas

Índice

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

Outras edições - Ver tudo

How to Advertise
Kenneth Roman,Jane Maas,Martin Nisenholtz
Pré-visualização limitada - 2003
How to Advertise: What Works, what Doesn't - and why
Kenneth Roman,Jane Maas,Martin Nisenholtz
Pré-visualização indisponível - 2003
How to Advertise: What Works, what Doesn't - and why
Kenneth Roman,Jane Maas,Martin Nisenholtz
Pré-visualização indisponível - 2003

Palavras e frases frequentes

adver advertising agency American Express benefit better brand image brand personality brochure 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 important integration 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 Tuaca users viewers visual

Referências a este livro

Acerca do autor (2005)

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 (1932-2018) began her career at Ogilvy & Mather as a copywriter in 1964 and rose to become a creative director and agency officer. Ultimately, she became president of a New York agency. A Matrix Award winner and an Advertising Woman of the Year, she is best known for her direction of the "I Love New York" campaign. She is the author of Mad Women: The Other Side of Life on Madison Avenue in the '60s and Beyond, Adventures of an Advertising Woman and co-author of the classic How to Advertise, which has been translated into 17 languages. She lived in New York City. Martin Nisenholtz is CEO of New York Times 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.

Informação bibliográfica

TítuloHow to Advertise
AutoresKenneth Roman, Jane Maas, Martin Nisenholtz
Ediçãoreimpressão, revista
EditoraMacmillan, 2005
ISBN0312340214, 9780312340216
Número de páginas288 páginas
  
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