How to Advertise
- List Price: $14.95
- Binding: Paperback
- Edition: 0002
- Publisher: St. Martin's Press
- Publish date: 01/01/1992
An Elements of Style for everyone who advertises. A complete guide to what works, what doesn't-and why. Completely revised and updated for the '90s.
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".
Spine creases, wear to binding and pages from reading. May contain limited
Spine creases, wear to binding and pages from reading. May contain limited notes, underlining or highlighting that does affect the text. Possible ex library copy, that'll have the markings and stickers associated from the library. Accessories such as CD, codes, toys, may not be included.
Connecting readers with great books since 1972. Used books may not include
Connecting readers with great books since 1972. Used books may not include companion materials, some shelf wear, may contain highlighting/notes, may not include cd-om or access codes. Customer service is our top priority!