With over 100,000 copies sold in the United States, How to Advertise has been an industry guidebook for nearly a decade. Now, authors Kenneth Roman and Jane Maas have reevaluated the industry and produced an expanded edition of their classic textbook.

This updated edition presents an objective look at popular ad campaigns by Absolut Vodka, Nike, American Express, Duracell, Polo by Ralph Lauren, and many, many more. Roman and Maas also reach out to the smaller advertiser with a chapter on brochures and sales pieces, recognizing that the principles discussed in other chapters (if not the budgets) also apply.

There are fresh examples and case histories throughout -- plus a sixteen page color insert, presenting some of the most creative and effective work being done today. "Few books deserve to be called a classic" says Ariel A. Allen, V.P. Creative Services at Colgate-Palmolive Company. "This is one of them".