How to Advertise

"How to Advertiseis a continuous classic--a font of time-tested, practical guidance about making brand marketing come alive, with a refreshing flow of new ideas relevant to the worlds of interactivity and integration. Roman, Maas, and Nisenholtz have brought together business wisdom and contemporary best practice into one essential handbook for every advertising professional." --Randall Rothenberg,Advertising Agecolumnist and director of intellectual capital, Booz Allen Hamilton "How to Advertiseis a timeless treasure of the enduring principles that everyone in the advertising supply chain--those who create, place, manage, review and approve--should read over and over again. It's the definitive roadmap to creating great work." --James Speros, chairman, the Association of National Advertisers "The classic primer on advertising-updated for the times while remaining timeless on enduring principles. A 'must read' for all clients and agency personnel." --Bob Seelert, chairman, Saatchi & Saatchi "I didn't think it was possible to improve upon the original version ofHow to Advertise,but Ken Roman and Jane Maas have done just that in this new edition of a classic book. And their new coauthor Martin Nisenholtz brings a 'new media' perspective that makes the book more valuable and timely than ever." --O. Burtch Drake, President-CEO, American Association of Advertising Agencies "If I had to recommend one book and only one book to ground someone in the real-world principles of advertising, it would beHow to Advertise.Now in its third edition, Ken Roman, Jane Maas, and Martin Nisenholtz have brilliantly and insightfully updated it to include new technologies and everything you need to know in today's complicated marketing environment. A must-read for students and practitioners alike." --Pat Fallon, chairman, Fallon Worldwide "How to Advertiseis comprehensive and practical. The experience of the authors is evident on every page. I would certainly recommend it to anyone who wants to get a real-world understanding of the many issues involved in using advertising effectively." --Don Sexton, professor of business, Columbia University "How to Advertiseis the first comprehensive snapshot of the past, present, and future of advertising that includes the role interactive advertising is likely to play in the mix." --Larry Kramer, chairman and CEO, MarketWatch.comRoman, Kenneth is the author of 'How to Advertise', published 2005 under ISBN 9780312340216 and ISBN 0312340214.