{"product_id":"how-to-advertise-third-edition-9780312340216","title":"How to Advertise, Third Edition","description":"\u003cp\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.\u003c\/p\u003e\u003cp\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\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.\u003c\/p\u003e\u003cp\u003eThe second deals with getting the message out--in TV, magazines, newspapers, radio, outdoor, direct marketing, brochures, websites, sales pieces, promotion, and publicity.\u003c\/p\u003e\u003cp\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.\u003c\/p\u003e\u003cp\u003eMore than an advertising guide, \u003ci\u003eHow to Advertise\u003c\/i\u003e shows how to build brands and businesses.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e St. Martins Press-3PL\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 03\/01\/2005\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9780312340216\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 288\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, Jane Maas, Roman Kenneth","offers":[{"title":"Default Title","offer_id":36635839692956,"sku":"9780312340216","price":19.54,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0473\/0804\/6492\/products\/img_0050c63d-b4a5-465b-b7ae-cbf64e60772f.jpg?v=1603840672","url":"https:\/\/pastforward.org\/products\/how-to-advertise-third-edition-9780312340216","provider":"Past Forward","version":"1.0","type":"link"}