Kleppner's Advertising Procedure
14th Edition
Published on 7. August 1998
Book
Hardback
736 pages
978-0-13-908575-8 (ISBN)
Description
For introductory-level courses in Advertising offered by communications, journalism, and marketing departments.
This classic text introduces advertising as both an art and science while providing a broad overview of advertising issues and functions. Covering the entire field of advertising with special emphasis in IMC and new technologies, it places advertising within a contemporary, integrated marketing framework to demonstrate how advertising must be coordinated with all other aspects of marketing communications.
Procedural approach, very applied, technical.
This classic text introduces advertising as both an art and science while providing a broad overview of advertising issues and functions. Covering the entire field of advertising with special emphasis in IMC and new technologies, it places advertising within a contemporary, integrated marketing framework to demonstrate how advertising must be coordinated with all other aspects of marketing communications.
Procedural approach, very applied, technical.
More details
Edition
14th edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 284 mm
Width: 216 mm
Thickness: 33 mm
Weight
1675 gr
ISBN-13
978-0-13-908575-8 (9780139085758)
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
J. Thomas Russell | Ron Lane
Kleppner's Advertising Procedure
Book
08/2001
15th Edition
Pearson
€61.89
Article exhausted; check for reprint
Previous edition
Otto Kleppner
Kleppner's Advertising Procedure
Book
09/1995
13th Edition
Prentice-Hall
€34.61
Article exhausted; check for reprint
Content
I. THE PLACE OF ADVERTISING.
1. Background of Today's Advertising.
2. Roles of Advertising.
II. PLANNING AND ADVERTISING.
3. The Advertising Spiral and Brand Planning.
4. Target Marketing.
III. MANAGING THE ADVERTISING.
5. The Advertising Agency, Media Services, and Other Services.
6. The Advertiser's Marketing/Advertising Operation.
IV. MEDIA.
7. Basic Media Strategy.
8. Using Television.
9. Using Radio.
10. Using Newspapers.
11. Using Magazines.
12. Out-of-Home Advertising.
13. Direct Response and Direct-Mail Advertising.
14. Sales Promotion.
V. CREATING THE ADVERTISING.
15. Research in Advertising.
16. Creating the Copy.
17. The Total Concept: Words and Visuals.
18. Print Production.
19. The Television Commercial.
20. The Radio Commercial.
21. Trademarks and Packaging.
22. The Complete Campaign.
VI. OTHER ENVIRONMENTS OF ADVERTISING.
23. Retail Advertising.
24. International Advertising.
25. Legal and Other Restraints on Advertising.
26. Economic and Social Effects of Advertising.
1. Background of Today's Advertising.
2. Roles of Advertising.
II. PLANNING AND ADVERTISING.
3. The Advertising Spiral and Brand Planning.
4. Target Marketing.
III. MANAGING THE ADVERTISING.
5. The Advertising Agency, Media Services, and Other Services.
6. The Advertiser's Marketing/Advertising Operation.
IV. MEDIA.
7. Basic Media Strategy.
8. Using Television.
9. Using Radio.
10. Using Newspapers.
11. Using Magazines.
12. Out-of-Home Advertising.
13. Direct Response and Direct-Mail Advertising.
14. Sales Promotion.
V. CREATING THE ADVERTISING.
15. Research in Advertising.
16. Creating the Copy.
17. The Total Concept: Words and Visuals.
18. Print Production.
19. The Television Commercial.
20. The Radio Commercial.
21. Trademarks and Packaging.
22. The Complete Campaign.
VI. OTHER ENVIRONMENTS OF ADVERTISING.
23. Retail Advertising.
24. International Advertising.
25. Legal and Other Restraints on Advertising.
26. Economic and Social Effects of Advertising.