{"product_id":"9780312340216","title":"How to Advertise","description":"\u003cp\u003eThe 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.\u003c\/p\u003e\u003cp\u003eA comprehensive tool for advertisers, agencies, and students, \u003ci\u003eHow to Advertise\u003c\/i\u003e is a complete, practical guide to what works in advertising, what doesn't—and why.\u003c\/p\u003e\u003cp\u003eThe 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.\u003c\/p\u003e\u003cp\u003eThe second deals with getting the message out—in TV, magazines, newspapers, radio, outdoor, direct marketing, brochures, websites, sales pieces, promotion, and publicity.\u003c\/p\u003e\u003cp\u003eThere 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.\u003c\/p\u003e\u003cp\u003eMore than an advertising guide, \u003ci\u003eHow to Advertise\u003c\/i\u003e shows how to build brands and businesses.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e","brand":"St. Martin's Press","offers":[{"title":"Default Title","offer_id":47024323756272,"sku":"9780312340216","price":21.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780312340216_p0.jpg?v=1763760109","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780312340216","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}