Founder connections
- David OgilvyRecommendation and forewordOgilvy lists an earlier edition of How to Advertise in the reading list of Ogilvy on Advertising and is identified as its foreword author. This is not a claim that he read the recorded 2003 revision.Source
Summary
Kenneth Roman and Jane Maas explain how to plan and run advertising, with Martin Nisenholtz contributing to this revised edition. The book covers brand strategy, research, campaigns, media choices and target audiences, then turns to getting a message out through print, television, radio, direct marketing and websites. It also discusses working with an agency and the legal and public responsibilities of advertising.
Why read it Our view
Read it to connect a marketing idea with the work needed to deliver it. The book gives founders a basis for asking how a campaign’s message, audience, media and agency work fit together, including responsibilities beyond making the advertisement.