How to Advertise - Rilegato

Roman, Ken

3,56

45 valutazioni di Goodreads

Rilegato

ISBN 10: 0749438495 ISBN 13: 9780749438494

Casa editrice: Kogan Page Ltd, 2003

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In its third edition, this comprehensive guide to advertising includes additional chapters on the Internet and interactive media, relationship marketing, integrated communications, creativity and ideas, as well as new examples throughout. Drawing on their own experience, the authors cover: what to say and where - creative ideas, brands and strategies, consumer research, media strategies and tactics; getting the message out - principles for effective TV, magazines, radio, Internet, brochures and promotions; and tying it all together - integrated communiations, global campaigns, target marketing, working with an agency, truth and ethics.

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Recensione:

"A short, easy-to-read, important book for those who are interested in effective advertising." (Journal of Consumer Marketing)

L'autore:

Kenneth Roman, former Chairman and Chief Executive of Ogilvy & Mather Worldwide, one of the top international advertising and communication firms, is also the co-author of Writing that Works.

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