How to Advertise

FROM THE PUBLISHER

"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 advertising, direct marketing, brochures, web sites, 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.

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