How to Advertise: Building Brands and Businesses in the New Marketing World (Third Edition)

The classic guide to effective advertising, How to Advertise has been an industry guidebook for more than twenty-five years. Now industry authorities Kenneth Roman and Jane Maas, joined by new media expert Martin Nisenholtz, have produced an entirely new edition for the new world of marketing communications, which includes chapters on generating creative ideas; advertising on the Internet; integrated communications. How to Advertise is the essential source for: brands and strategies; campaigns; target marketing; research; media strategies and tactics; how to work with an agency; truth and ethics. A comprehensive tool for advertisers, agencies, and students, this is a complete practical guide to what works in advertising, what doesn't - and why.