HOW TO ADVERTISE, 3e: Building brands and businesses in the new marketing world
Co-authored with former creative director Jane Maas and Martin Nisenholtz, who leads digital operations at The New York Times Company, How to Advertise is the classic guide to effective advertising. This third edition includes chapters on:
- Generating creative ideas
- Advertising on the internet
- Integrated communications
How to Advertise is an essential source of information for understanding:
- 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. More than an advertising guide, it shows how to build brands and businesses.
Now in a Third Edition, over 160,000 copies sold in the U.S.
St. Martin’s Griffin, New York. ISBN 0-312-31859-6. Kogan Page, Great Britain. Rupa & Co., New Delhi.
Translated and published in China, Hong Kong, Finland, Germany, Indonesia, Italy, Japan, Korea, Portugal, Spain, Taiwan.
Praise For How to Advertise
David Ogilvy
- “Worth its weight in gold.”
Dallas Morning News
- “Without pulling any punches, the book tells readers what works.”
James Spero, Former Chairman, Association of NationalAdvertisers
- “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.”
Don Sexton, Professor of Business, Columbia University
- “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.”