How to Advertise by Ken Roman
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.
"A short, easy-to-read, important book for those who are interested in effective advertising" * Journal of Consumer Marketing *
Kenneth Roman, former Chairman and Chief Executive of Ogilvy & Mather Worldwide, one of the top international advertising and communication firms, is also the co-author of Writing that Works.
| SKU | Unavailable |
| ISBN 13 | 9780749438494 |
| ISBN 10 | 0749438495 |
| Title | How to Advertise |
| Author | Ken Roman |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | Kogan Page Ltd |
| Year published | 2003-05-03 |
| Number of pages | 224 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |