Kleppner's Advertising Procedure
13th Edition
Published in September 1995
Book
Paperback/Softback
700 pages
978-0-13-228487-5 (ISBN)
Description
Completely revised, this introduction to advertising as both an art and science provides a broad overview of advertising issues and functions. It places the advertising function within a contemporary, integrated marketing framework - showing how the advertising function must be co-ordinated with all other aspects of communications within the matrix of the total business function. Students explore not only the history, purpose, and the role of advertising in our multi-faceted economy, but learn the specific techniques for planning media use, following the creative process, and planning campaigns. There is also an instructor's manual with a video guide available (ISBN: 0-13-206814-1).
More details
Edition
13th Revised edition
Language
English
Place of publication
Harlow
United Kingdom
Publishing group
Pearson Education Limited
Target group
College/higher education
Professional and scholarly
Edition type
Revised edition
Dimensions
Height: 280 mm
Width: 210 mm
Weight
1634 gr
ISBN-13
978-0-13-228487-5 (9780132284875)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
J. Thomas Russell | Ron Lane
Kleppner's Advertising Procedure
Book
08/1998
14th Edition
Pearson
€47.03
Article exhausted; check for reprint
Persons
Content
Part 1 The place of advertising: Background of today's advertising; roles of advertising. Part 2 Planning the advertising: The advertising spiral and brand planning; target marketing. Part 3 Managing the advertising: The advertising agency, media services and other services; the advertiser's marketing/advertising operation. Part 4 Media: Basic media strategy; using television; using radio; using newspapers; using magazines; out of home advertising; direct response and direct mail advertising; sales promotion. Part 5 Creating the advertising: Research in advertising; creating the copy; the total concept - words and visuals; print production; the television commercial; the radio commercial; trademarks and packaging; the complete campaign. Part 6 Other environments of advertising: retail advertising; international advertising; legal and other restraints on advertising; economic and social effects of advertising.