"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