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

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.

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

Preface xi(4)
Instructor Support Material xiii(2)
Acknowledgments xv(2)
About the Authors xvii
PART I The Place of Advertising 2(50)
Chapter 1 Background of Today's Advertising
2(20)
Chapter 2 Roles of Advertising
22(30)
PART II Planning the Advertising 52(58)
Chapter 3 The Advertising Spiral and Brand Planning
54(28)
Chapter 4 Target Marketing
82(28)
PART III Managing the Advertising 110(58)
Chapter 5 The Advertising Agency, Media Services, and Other Services
112(28)
Chapter 6 The Advertiser's Marketing/Advertising Operation
140(28)
PART IV Media 168(252)
Chapter 7 Basic Media Strategy
170(28)
Chapter 8 Using Television
198(31)
Chapter 9 Using Radio
229(24)
Chapter 10 Using Newspapers
253(33)
Chapter 11 Using Magazines
286(44)
Chapter 12 Out-of-Home Advertising
330(22)
Chapter 13 Direct-Response and Direct-Mail Advertising
352(36)
Chapter 14 Sales Promotion
388(32)
PART V Creating the Advertising 420(184)
Chapter 15 Research in Advertising
422(24)
Chapter 16 Creating the Copy
446(24)
Chapter 17 The Total Concept: Words and Visuals
470(20)
Chapter 18 Print Production
490(31)
Chapter 19 The Television Commercial
521(25)
Chapter 20 The Radio Commercial
546(16)
Chapter 21 Trademarks and Packaging
562(25)
Chapter 22 The Complete Campaign
587(17)
PART VI Other Environments of Advertising 604(95)
Chapter 23 Retail Advertising
606(22)
Chapter 24 International Advertising
628(24)
Chapter 25 Legal and Other Restraints on Advertising
652(23)
Chapter 26 Economic and Social Effects of Advertising
675(24)
Glossary 699(7)
Index 706

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