<div>The classic guide to effective advertising--updated with new chapters on generating creative ideas, integrated communications, internet advertising, and the digital world, plus more than 200 fresh advertising examples and case histories.<br><br>A comprehensive tool for advertisers, agencies, and students, <i>How to Advertise</i> is a complete, practical guide to what works in advertising, what doesn't--and why.<br><br>The first section covers what to say and where to say it, including updated chapters on brands and strategies, research, campaigns, media strategies and tactics, and target marketing.<br><br>The second deals with getting the message out--in TV, magazines, newspapers, radio, outdoor, direct marketing, brochures, websites, sales pieces, promotion, and publicity.<br><br>There are guidelines for legal, regulatory, and public responsibility issues, plus a chapter on how to work with an agency, a glossary of more than 300 industry terms and definitions, and an appreciation of David Ogilvy and the purpose of advertising.<br><br>More than an advertising guide, <i>How to Advertise</i> shows how to build brands and businesses.<br></div>