Inhaltsangabe
The classic guide to effective advertising, How to Advertise has been an industry guidebook for more than 25 years. It has sold over 130,000 copies in the United States alone and has been published in 11 languages.
Now industry authorities Kenneth Roman and Jane Maas, joined by new media expert Martin Nisenholtz, have produced an entirely new updated edition for the new world of marketing communications:
New chapters include:
generating creative ideas; advertising on the internet; integrated communications.
There is new material on:
brands and strategies; campaigns; target marketing; research; media strategies and tactics; how to work with an agency; truth and ethics.
And lots of fresh examples of: TV, magazines, newspapers, radio and outdoor ads, direct marketing, brochures, catalogues and promotions. Plus an appreciation of David Ogilvy and a look at the purpose of advertising. A comprehensive tool for advertisers, agencies and students alike, this is a complete practical guide to what works in advertising, what doesn't - and why. More than an advertising guide, it shows how to build brands and businesses. Even if you're not part of the advertising world, it's a fascinating insight into what it's really all about.
Table of Contents: <b PART 1 WHAT TO SAY -- AND WHERE TO SAY IT : Advertising is about ideas: You can be better than you are right now; So what's the role of the client in all this?; Generating ideas; The magic of ideas Brands and strategies: Strategies; Why brands fail; Brand loyalty; Making it happen Research: Ad testing; Strategic research; In-market research; Good research improves the odds; There's no substitute for judgement Campaigns: Three elements that make a campaign; Global campaigns; Evolving a campaign -- the IBM story; When to change campaigns Media strategies and tactics: Media concepts; Continuity -- the key to success; Fish where the fish are; How to get better media plans; How much to spend on advertising?; Non-traditional media; Integrating creative and media Target marketing: Attitudinal segmentation; Demographic segments; Precision marketing Integrated communications The multi-channel consumer; Integration is more than just creative; Start with a core concept; Integration takes commitment PART 2 GETTING THE MESSAGE OUT: Television: The key is involvement; How to read a storyboard; More effective television commercials; Which dramatic form works best for you?; How to control commercial production costs; Does it have legs? Magazines and newspapers: Think of a remote control that turns pages; Magazines -- for special interests; Newspapers -- a news environment; What works best in print; Techniques that reduce readership; Business-to-business advertising; How to control print production costs Radio and out-of-home: Radio -- the one-to-one medium; Out-of-home -- the everywhere medium The internet: How to advertise on the internet; Customer service -- ideally suited to the web; Interactive advertising -- work in progress Direct marketing: It pays to test; What works best in direct and e-mail; Broadcast direct marketing; Telemarketing; Relationship marketing; Touching the customer; Direct mail for prospects, e-mail for relationships Brochures, web sites, sales pieces: Better brochures; Successful catalogues; Small but potent Promotion: Building value with promotion; Displays; Event marketing; Contests and sweepstakes; Product publicity Truth and ethics: Advertising and the law; Advertising and responsibility; Public service advertising; Regulation and responsibility Working with an agency: Create an environment for ideas; Evaluating an agency; Agency compensation; Consultants; Selecting a new agency; What it takes to succ
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