How to Advertise, Third Edition [Paperback]

Kenneth Roman (Author), Jane Maas (Author)

Book Description

Publication Date: February 10, 2005

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.

Editorial Reviews

Review

"How to Advertise is a continuous classic--a font of time-tested, practical guidance about making brand marketing come alive, with a refreshing flow of new ideas relevant to the worlds of interactivity and integration. Roman, Maas, and Nisenholtz have brought together business wisdom and contemporary best practice into one essential handbook for every advertising professional."
- Randall Rothenberg, Advertising Age columnist and director of intellectual capital, Booz Allen Hamilton

"How to Advertise is a timeless treasure of the enduring principles that everyone in the advertising supply chain--those who create, place, manage, review and approve--should read over and over again. It's the definitive roadmap to creating great work."
- James Speros, chairman, the Association of National Advertisers

"The classic primer on advertising-updated for the times while remaining timeless on enduring principles. A 'must read' for all clients and agency personnel."
- Bob Seelert, chairman, Saatchi & Saatchi

"I didn't think it was possible to improve upon the original version of How to Advertise, but Ken Roman and Jane Maas have done just that in this new edition of a classic book. And their new coauthor Martin Nisenholtz brings a 'new media' perspective that makes the book more valuable and timely than ever."
- O. Burtch Drake, President-CEO, American Association of Advertising Agencies

"If I had to recommend one book and only one book to ground someone in the real-world principles of advertising, it would be How to Advertise. Now in its third edition, Ken Roman, Jane Maas, and Martin Nisenholtz have brilliantly and insightfully updated it to include new technologies and everything you need to know in today's complicated marketing environment. A must-read for students and practitioners alike."
ch- Pat Fallon, chairman, Fallon Worldwide

"How to Advertise is comprehensive and practical. The experience of the authors is evident on every page. I would certainly recommend it to anyone who wants to get a real-world understanding of the many issues involved in using advertising effectively."
- Don Sexton, professor of business, Columbia University

"How to Advertise is the first comprehensive snapshot of the past, present, and future of advertising that includes the role interactive advertising is likely to play in the mix."
- Larry Kramer, chairman and CEO, MarketWatch.com

"Offers advice and text as elegantly simple as its name... cleanly written.... This no-nonsense guide to advertising makes it clear in the updated version why it's still a classic."
- BizEd Magazine

From the Inside Flap

"How to Advertise is a continuous classic--a font of time-tested, practical guidance about making brand marketing come alive, with a refreshing flow of new ideas relevant to the worlds of interactivity and integration. Roman, Maas, and Nisenholtz have brought together business wisdom and contemporary best practice into one essential handbook for every advertising professional."
--Randall Rothenberg, Advertising Age columnist and director of intellectual capital, Booz Allen Hamilton

"How to Advertise is a timeless treasure of the enduring principles that everyone in the advertising supply chain--those who create, place, manage, review and approve--should read over and over again. It's the definitive roadmap to creating great work."
--James Speros, chairman, the Association of National Advertisers

"The classic primer on advertising-updated for the times while remaining timeless on enduring principles. A 'must read' for all clients and agency personnel."
--Bob Seelert, chairman, Saatchi & Saatchi

"I didn't think it was possible to improve upon the original version of How to Advertise, but Ken Roman and Jane Maas have done just that in this new edition of a classic book. And their new coauthor Martin Nisenholtz brings a 'new media' perspective that makes the book more valuable and timely than ever."
--O. Burtch Drake, President-CEO, American Association of Advertising Agencies

"If I had to recommend one book and only one book to ground someone in the real-world principles of advertising, it would be How to Advertise. Now in its third edition, Ken Roman, Jane Maas, and Martin Nisenholtz have brilliantly and insightfully updated it to include new technologies and everything you need to know in today's complicated marketing environment. A must-read for students and practitioners alike."
--Pat Fallon, chairman, Fallon Worldwide

"How to Advertise is comprehensive and practical. The experience of the authors is evident on every page. I would certainly recommend it to anyone who wants to get a real-world understanding of the many issues involved in using advertising effectively."
--Don Sexton, professor of business, Columbia University

"How to Advertise is the first comprehensive snapshot of the past, present, and future of advertising that includes the role interactive advertising is likely to play in the mix."
--Larry Kramer, chairman and CEO, MarketWatch.com
--This text refers to the Hardcover edition.

See all Editorial Reviews

Product Details

• Paperback: 288 pages
• Publisher: St. Martin's Griffin; 3rd edition (February 10, 2005)
• Language: English
• ISBN-10: 0312340214
• ISBN-13: 978-0312340216
• Product Dimensions: 8.3 x 5.6 x 0.8 inches
• Shipping Weight: 10.6 ounces (View shipping rates and policies)
• Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #74,036 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

4.0 out of 5 stars Very solid book on how to advertise correctly, June 9, 2009

By 

Peter C. Geisheker "Marketing Consultant" (Green Bay, WI, USA) - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: How to Advertise, Third Edition (Paperback)

Great book for people in advertising. If your job is to create advertising, or manage people who do, this book will be valuable to you.

0 of 16 people found the following review helpful:

5.0 out of 5 stars How to Advertise ? Internet Marketing is the amazing way !, June 26, 2004

By 

Chan Kon San Ivan "Ivan Chan" (Central, Hong Kong) - See all my reviews
(REAL NAME)   

This review is from: How to Advertise: Third Edition (Hardcover)

How to Advertise?

Internet marketing with major search engines in USA and/or UK markets.

After the rapid growth of " Google " - Yahoo and MSN need to find the ways to protect their market shares. Therefore, we can gain the beneficiaries from them during the search fights in June 2004. No doubts, Search Engines Marketing is the amazing way to promote your brand and/or products when you facing the globalization and e-business in the coming decade.

Of course, you need to learn and study more search engines (PPC, P4P Programs) in both markets of USA or UK.

Actually, US$25.00 is the small amount to start your programs in the trial status. e.g. Findwhat, Goclick, Looksmart, Lycos, Mirago,...etc. If you want to make easy way, suggest to try on Overture site match!

If you have much funds on your internet marketing, you can try more programs as Google, Overture, Kanoodle, Enhance (ah-ha),. eSpotting,...etc.

Try to step into the SEO / ROI marketing in time now.
Hope to have more success after your business promotion in global markets.
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2006 July, Now the search engines market is changed.

There have only Google (42%), Yahoo (28%), MSN (13%), AOL (7%) and Ask (5%) Search Networks in the upper market. But there still have the small companies are working: MIVA and Kanoodle.
Of course, market shares are higher, but quality visitors are lower. Quality Clicks are very importance for every advertiser, so Yahoo and Google must find the ways to catch the quality visitors in every seconds and hours.

Re: Local searches for Yahoo / Google - it still have the good future and development in Hong Kong. Actually, there have many advertisers in Hong Kong or from Mainland China.

Baidu, Alibaba, Sina and Sohu are mainly concerns in Local China only. No doubts, there have many B2B sites or portals for helping the SME Business on promotion in the very different ways on marketing. e.g. exhibitions or online helps.

As you see that PCCW and NWT - are quiet aggressive on their business promotions on Yahoo HK and MSN HK.
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For SME Business - if you want to save the costs, you can DIY your advertisement directly.... Even Google HK or Yahoo HK.