The classic guide to effective advertising, How to Advertise has been an industry guidebook for more than 25 years. These expert authors have produced an entire... » 

The classic guide to effective advertising, How to Advertise has been an industry guidebook for more than 25 years. These expert authors have produced an entirely updated edition with lots of new material and fresh examples, including new chapters on generating creative ideas, advertising on the internet and integrated communications. This practical handbook explains what works in advertising, what doesn.t . and why. More than an advertising guide, it shows how to build brands and businesses. Whether you.re part of the advertising world or not, this is a fascinating insight into what it.s really all about. «