Kleppner's Advertising Procedure / Edition 14

Kleppner's Advertising Procedure / Edition 14

by J. Thomas Russell, W. Ronald Lane, Otto Kleppner, W. Ronald Lane
     
 

ISBN-10: 0139085750

ISBN-13: 9780139085758

Pub. Date: 07/23/1998

Publisher: Pearson

This classic book introduces advertising as both an art and science while providing readers with a broad discussion of advertising issues and functions. Covering the entire field of advertising with special emphasis in IMC and new technologies, the book places advertising within a contemporary, integrated marketing framework to demonstrate how…  See more details below

Overview

This classic book introduces advertising as both an art and science while providing readers with a broad discussion of advertising issues and functions. Covering the entire field of advertising with special emphasis in IMC and new technologies, the book places advertising within a contemporary, integrated marketing framework to demonstrate how advertising must be coordinated with all other aspects of marketing communications. Chapter topics look at the background of today's advertising; roles of advertising; target marketing; the advertiser's marketing/advertising operation; basic media strategy; using television, radio, newspapers, and magazines; out-of-home advertising; direct-response and internet advertising; sales promotion; research in advertising; creating the copy; the total concept: words & visuals; print production; the television commercial; the radio commercial; trademarks and packaging; the complete campaign; retail advertising; international advertising; legal and other restraints on advertising; and economics and social effects of advertising. For individuals interested in the fields of advertising, communications, journalism, and marketing.

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Product Details

ISBN-13:
9780139085758
Publisher:
Pearson
Publication date:
07/23/1998
Edition description:
Older Edition
Pages:
716
Product dimensions:
8.60(w) x 11.19(h) x 1.32(d)
Age Range:
6 Years

Table of Contents

Pt. 1The Place of Advertising1
1Background of Today's Advertising3
2Roles of Advertising22
Pt. 2Planning the Advertising53
3The Advertising Spiral and Brand Planning55
4Target Marketing76
Pt. 3Managing the Advertising111
5The Advertising Agency, Media Services, and Other Services113
6The Advertiser's Marketing/Advertising Operation134
Pt. 4Media155
7Basic Media Strategy157
8Using Television187
9Using Radio225
10Using Newspapers250
11Using Magazines286
12Out-Of-Home Advertising330
13Direct-Response and Direct-Mail Advertising356
14Sales Promotion396
Pt. 5Creating the Advertising435
15Research in Advertising437
16Creating the Copy459
17The Total Concept: Words and Visuals482
18Print Production502
19The Television Commercial532
20The Radio Commercial554
21Trademarks and Packaging568
22The Complete Campaign591
Pt. 6Other Environments of Advertising621
23Retail Advertising623
24International Advertising643
25Legal and Other Restraints on Advertising662
26Economic and Social Effects of Advertising693

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