This third edition of a classic aimed at generalist users and creators of advertising services is written in the tradition of David Ogilvy’s Confessions of an Advertising Man. The authors (Kenneth Roman is former chairman and CEO of Ogilvy & Mather Worldwide; Jane Maas is chairman emeritus of Earle Palmer Brown; Martin Nisenholtz is CEO of New York Times Digital) acknowledge their debt to David Ogilvy and his philosophy of research, results, creative brilliance, and professional discipline. How to Advertise is organized in two parts: “What to Say – and Where to Say It” and “Getting the Message Out.”
The style is succinct and to the point: “Advertising is the art of delivering a sales proposition in an attention-getting, involving vehicle and positioning the product uniquely in the consumer’s mind.” The book is also well organized with short chapters and multiple headings and checklists.
The biggest change that has occurred since the previous (1992) edition is, of course, the emergence of the Internet. Although the predictions of the demise of “advertising as we know it” have proved premature, the Internet is having a significant impact (albeit as an enabling technology, not a disruptive one). The authors emphasize the continuity of the Web with other advertising media and the need to integrate the messages into an overall brand strategy.
If you want to catch up on the state of the art in thinking about advertising, you can’t do better than using How to Advertise. [strategy+business annotation]
Authors: Jane Maas, Kenneth Roman, Martin Nisenholtz
Subjects: Advertising, Marketing / Sales
Click to Add the First »