Kenneth Roman

Jane Maas

Martin Nisenholtz

An updated guide to advertising contains in the latest edition coverage of such topics as marketing communications, generating creative ideas, advertising on the Internet, and integrating communications. Reprint. 10,000 first printing.

How to Advertise

In its third edition, this comprehensive guide to advertising includes additional chapters on the Internet and interactive media, relationship marketing, integrated communications, creativity and ideas, as well as new examples throughout. Drawing on their own experience, 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, radio, Internet, brochures and promotions; and tying it all together - integrated communiations, global campaigns, target marketing, working with an agency, truth and ethics.

Martin Nisenholtz

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