{"product_id":"how-to-advertise-kenneth-roman-9780312340216","title":"How to Advertise, Third Edition","description":"\u003cp\u003e\u003cb\u003eThe 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.\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003eA comprehensive tool for advertisers, agencies, and students, \u003ci\u003eHow to Advertise\u003c\/i\u003e is a complete, practical guide to what works in advertising, what doesn't--and why. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003eThe 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. \u003cp\u003e\u003c\/p\u003eThe second deals with getting the message out--in TV, magazines, newspapers, radio, outdoor, direct marketing, brochures, websites, sales pieces, promotion, and publicity. \u003cp\u003e\u003c\/p\u003eThere 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. \u003cp\u003e\u003c\/p\u003eMore than an advertising guide, \u003ci\u003eHow to Advertise\u003c\/i\u003e shows how to build brands and businesses.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Kenneth Roman, Jane Maas, Roman Kenneth\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 0312340214\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9780312340216\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e St. Martins Press-3PL\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 03\/01\/2005\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 288\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.75lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.50h x 5.50w x 0.90d","brand":"Kenneth Roman","offers":[{"title":"Paperback","offer_id":43913657614591,"sku":"9780312340216","price":22.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/products\/img_a3682a7d-a2c2-494b-b746-0cff84207da9.jpg?v=1680621584","url":"https:\/\/www.whiterainbookhouse.com\/products\/how-to-advertise-kenneth-roman-9780312340216","provider":"WR Book House","version":"1.0","type":"link"}