Kleppner's Advertising Procedure
International Edition
17th Edition
Published on 3. January 2008
Book
Paperback/Softback
864 pages
978-0-13-512647-9 (ISBN)
Description
Primarily intended for undergraduate students majoring in advertising, marketing, and management
Kleppner's Advertising Procedure blends together all relevant contemporary information as it relates to the practice of advertising with accuracy and foresight.
Kleppner's Advertising Procedure blends together all relevant contemporary information as it relates to the practice of advertising with accuracy and foresight.
More details
Edition
17th edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 278 mm
Width: 216 mm
Thickness: 29 mm
Weight
1708 gr
ISBN-13
978-0-13-512647-9 (9780135126479)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
02/2010
18th Edition
Pearson
€266.77
Article exhausted; check for reprint
Previous edition
W. Ronald Lane | Karen Whitehill King | J. Thomas Russell
Kleppner's Advertising Procedure
International Edition
Book
09/2004
16th Edition
Pearson
€61.89
Article exhausted; check for reprint
Content
Chapter 1: Background of Today's Advertising
Chapter 2: Roles of Advertising
Chapter 3: The Advertising Spiral and Brand Planning
Chapter 4: Target Marketing
Chapter 5: The Advertising Agency, Media Services, and Other Services
Chapter 6: The Advertiser's Marketing/Advertising Operation
Chapter 7: Media Strategy
Chapter 8: Using Television
Chapter 9: Using Radio
Chapter 10: Using Newspapers
Chapter 11: Using Magazines
Chapter 12: Out-of-Home Advertising
Chapter 13: Internet and Direct Response Advertising
Chapter 14: Sales Promotion
Chapter 15: Research in Advertising
Chapter 16: Creating the Message
Chapter 17: The Total Concept: Words and Visuals
Chapter 18: Print Production
Chapter 19: The Television Commercial
Chapter 20: The Radio Commercial
Chapter 21: Trademarks and Packaging
Chapter 22: The Complete Campaign
Chapter 23: International Advertising
Chapter 24: Economic, Social, and Legal Effects of Advertising