How to Advertise

Kenneth Roman and Jane Maas with Martin Nisenholtz

St. Martin's Griffin

A comprehensive tool for advertisers, agencies, and students, How to Advertise, completely revised and updated, is a complete practical guide to what works in advertising, what doesn't—and why.

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. The second deals with getting the message out—in TV, magazines, newspapers, radio, outdoor advertising, direct marketing, brochures, web sites, sales pieces, promotion, and publicity.

There are also 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.

More than an advertising guide, How to Advertise shows how to build brands and businesses.


Praise for How to Advertise

"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

"How to Advertise is a timeless treasure of the enduring principles that everyone in the advertising supply chain--those who create, place, manage, review and approve--should read over and over again. It's the definitive roadmap to creating great work."
- James Speros, chairman, the Association of National Advertisers

"The classic primer on advertising-updated for the times while remaining timeless on enduring principles. A 'must read' for all clients and agency personnel."
- Bob Seelert, chairman, Saatchi & Saatchi

"I didn't think it was possible to improve upon the original version of How to Advertise, but Ken Roman and Jane Maas have done just that in this new edition of a classic book. And their new coauthor Martin Nisenholtz brings a 'new media' perspective that makes the book more valuable and timely than ever."
- O. Burtch Drake, President-CEO, American Association of Advertising Agencies

"If I had to recommend one book and only one book to ground someone in the real-world principles of advertising, it would be How to Advertise. Now in its third edition, Ken Roman, Jane Maas, and Martin Nisenholtz have brilliantly and insightfully updated it to include new technologies and everything you need to know in today's complicated marketing environment. A must-read for students and practitioners alike."
ch- Pat Fallon, chairman, Fallon Worldwide

"How to Advertise is comprehensive and practical. The experience of the authors is evident on every page. I would certainly recommend it to anyone who wants to get a real-world understanding of the many issues involved in using advertising effectively."
- Don Sexton, professor of business, Columbia University

"How to Advertise is the first comprehensive snapshot of the past, present, and future of advertising that includes the role interactive advertising is likely to play in the mix."
- Larry Kramer, chairman and CEO, MarketWatch.com

"Offers advice and text as elegantly simple as its name... cleanly written.... This no-nonsense guide to advertising makes it clear in the updated version why it's still a classic."
- BizEd Magazine

Reviews from Goodreads



  • Kenneth Roman and Jane Maas with Martin Nisenholtz

  • Kenneth Roman, former Chairman and Chief Executive of Ogilvy & Mather Worldwide, one of the top international advertising and communications firms, is also the co-author of Writing That Works.

    Jane Maas, a Creative Director at Ogilvy & Mather and subsequently Chairman of the Earle Palmer Brown agency, is a strategic and creative consultant and conducts sessions for the Association of National Advertisers on how to get more effective advertising. She is the author of Adventures of an Advertising Woman.

    Martin Nisenholtz is CEO of New York Times Digital and a former director of content strategy for Ameritech Corporation. He is a director of the Interactive Advertising Bureau and chairman of the Online Publishers Association.
  • Kenneth Roman
  • Jane Maas Michael Leu
    Jane Maas


Kenneth Roman Jane Maas

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Available Formats and Book Details

How to Advertise

Kenneth Roman and Jane Maas with Martin Nisenholtz

  • Trade Paperback




St. Martin's Griffin