HOW TO ADVERTISE

""How to Advertise" is 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 Age" columnist and director of intellectual capital, Booz Allen Hamilton ""How to Advertise" is 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 of "How 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 be "How to Advertise." Now in its third edition, Ken Roman, Jane Maas, and Martin Nisenholtz have brilliantly and insightfully updated it to include newtechnologies 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 Advertise" is comprehensive and practical. The experience of the authors is evident