TY  - BOOK
AU  - Roman,Kenneth
AU  - Maas,Jane
AU  - Nisenholtz,Martin
TI  - How to advertise: What works, what doesn't- and why 
SN  - 0749444622 (pbk.):
AV  - HF5823 .R665 2003
PY  - 2005///, c2003
CY  - London, UK
PB  - Kogan Page, The Chartered Institue of Marketing
KW  - Advertising
N1  - Includes index; Originally published in hbk. in 2003; 1st pbk ed; Advertising is about ideas -- Brands and strategies -- Research -- Campaigns -- Media strategies and tactics -- Target marketing -- Integrated communications -- television -- Magazines and newspapers -- Radio and out-of-home -- The internet -- Direct marketing -- Brochures, websites, sales pieces --- Promotion -- Truth and ethics -- Working with an agency
ER  -