Kleppner's Advertising Procedure (17th Edition) by Ronald Lane (Author), Karen King (Author), Tom Russell (Author) Hardcover: 864 pages Publisher: Prentice Hall; 17 edition (2008) Language: English ISBN-10: 0132308290 ISBN-13: 978-0132308298 Product Dimensions: 8.8 x 1.6 x 11 inches Shipping Weight: 4.3 pounds
There are few areas of business and marketing that operate in a more dynamic atmosphere than advertising and promotion. The process of new product and target audience research, branding and product development, executing creative sales approaches, and selecting media and non-traditional marketing communication placement are part of an evolving process that is undergoing dramatic change. The primary reason for publication of this new edition is to reflect this environment. Account people and creative people in the field of marketing communication, branding, integrated communications, and new media advertising.
From the Publisher Completely revised -- this classic 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 coordinated with all other aspects of marketing communications within the matrix of the total business function. Students explore not only the history, purpose, and role of advertising in our multi-faceted economy, but learn the specific techniques for planning media use, following the creative process, and planning campaigns. --This text refers to an out of print or unavailable edition of this title. From the Back Cover Kleppner's Advertising Procedureintroduces readers to advertising by providing insight from professionals and recent examples that highlight the best advertisements and promotional techniques.
Background of Today's Advertising; Roles of Advertising; Brand Planning and the Advertising Spiral; Target Marketing; The Advertising Agency, Media Services, and Other Services; The Advertiser's Marketing/Advertising Operation; Media Strategy; Using Television; Using Radio; Using Newspapers; Using Magazines; Out-of-Home Advertising; Digital and Direct-Response Advertising; Sales Promotion; Research in Advertising; Creating the Message; The Total Concept: Words and Visuals; Print Production; Video and the Commercial; The Radio Commercial; Trademarks and Packaging; The Complete Campaign; International Advertising; Economic, Social, and Legal Effects of Advertising
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