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This classic introduction to advertising 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.
|Pt. 1||The Place of Advertising||1|
|1||Background of Today's Advertising||3|
|2||Roles of Advertising||22|
|Pt. 2||Planning the Advertising||53|
|3||The Advertising Spiral and Brand Planning||55|
|Pt. 3||Managing the Advertising||111|
|5||The Advertising Agency, Media Services, and Other Services||113|
|6||The Advertiser's Marketing/Advertising Operation||134|
|7||Basic Media Strategy||157|
|13||Direct-Response and Direct-Mail Advertising||356|
|Pt. 5||Creating the Advertising||435|
|15||Research in Advertising||437|
|16||Creating the Copy||459|
|17||The Total Concept: Words and Visuals||482|
|19||The Television Commercial||532|
|20||The Radio Commercial||554|
|21||Trademarks and Packaging||568|
|22||The Complete Campaign||591|
|Pt. 6||Other Environments of Advertising||621|
|25||Legal and Other Restraints on Advertising||662|
|26||Economic and Social Effects of Advertising||693|
The fifteenth edition of Kleppner's Advertising Procedure continues its long tradition of concise coverage of the fields of advertising and promotion with a marketing foundation. At the same time, the current edition has incorporated a number of new sections dealing with the expansion and convergence of technology as well as some dramatic changes in the practice and management of advertising by agencies, clients, and the media. The primary aim of the authors is to offer students a road map for the future of advertising while at the same time emphasizing the enduring concepts of ethics, social responsibility, and consumer benefits that should be a primary concern of all advertisers.
The reader will note that the basic organization of the text has remained essentially the same, although the content of each chapter has been significantly updated with new examples and data. More importantly, the text has expanded sections reflecting issues such as the Internet, Web selling, digital production, and interactive television, to name only a few. The text discusses the various areas of advertising and marketing communication in a manner that relates them to the overall planning and strategy of marketing and advertising goals. It is the integration of these relationships among the various marketing and advertising functions that distinguishes the fifteenth edition of Kleppner's Advertising Procedure from earlier editions as well as similar texts.
While the text recognizes the synergy between marketing and promotion, it is fundamentally a book about advertising and how the field of advertising complements and is enhanced by related business functions. In acomplex business environment, the fifteenth edition recognizes that there is no single-right or wrong-approach to advertising problem solving. With this in mind, the authors have included a number of approaches that will address unique issues faced by every company. The text demonstrates that advertising must function within a matrix of variables including product quality, consumer perceptions, pricing policies, distribution, and competitive pressures. Successful advertising demands more than just a knowledge of business, marketing, and communication. Central to successful advertising is an understanding of consumers and the sociological, psychological, and cultural factors that lead them to accept or reject specific products and services.
In order to accomplish the challenge of providing students with the latest information in an organized and compelling format, the authors have divided the text into six sections to provide a logical and understandable overview of advertising. Part I includes a historical overview of the roots of advertising with special emphasis on the early twentieth century development of modern marketing communication. In Chapter 2, the text provides an overview of the many roles of advertising and the ways in which companies from the local merchant to giant multi-national conglomerates utilize advertising.
The second part of the text reviews the means by which advertisers establish specific brands in the face of sometimes daunting competition and numerous product options available to consumers. In Chapter 3, the text introduces a theme that is a benchmark of Kleppner's past and present—that advertising must provide a benefit to both the seller and the buyer. Successful advertising must begin with a worthwhile product provided at a competitive price with benefits that solve a consumer problem. The consumer is the keystone for successful advertising and it is the consumer, not the product, that must be the focus for successful advertising. Chapter 4 develops the concept that there is no single consumer group with unified tastes and needs. Instead, advertisers must deal with a fragmented marketplace that is represented by distinct segments of consumers, products, and media, each with their own unique characteristics.
Like any business enterprise, advertising requires sophisticated management and oversight. In the third part of the text, the coordination of the advertising and marketing process is discussed. Chapter 5 views the role of the advertising agency and related media and creative services are examined. Special emphasis is given to the manner in which the modern advertising agency is being force to reengineer its basis philosophy to react to client issues such as globalization, the role of new technology, and demands for greater returns on investments. In Chapter 6, advertising is examined from the corporate/client perspective where issues of overall marketing and advertising strategy are paramount concerns.
In part four of the fifteenth edition, the various media vehicles are examined. In Chapter 7, we discuss the convergence of the different media into coordinated marketing communication outlets including the complementary nature of sales promotion, public relations, and advertising. In Chapters 8-14, the various media vehicles are examined individually, but with a priority of linking these media in a manner that demonstrates the complementary manner in which each supports the others. In a world of audience fragmentation, it is rare that any single medium can reach the majority of a product's market. Likewise, this section addresses the communication strengths and weaknesses of each media to show that the various media serve distinctly different roles in the typical advertising campaign.
Part five begins the review of the creative function. Chapter 15 begins this discussion of the creative function with an analysis of the role that research plays in developing consumer-oriented campaigns. The key to successful creative executions is the ability to direct messages to the core concerns of consumers. Successful advertising creativity flows from a thorough knowledge of the consumer, the product, and the marketplace. Chapters 16 and 17 show how research data are interpreted and translated into creative advertisements and commercial themes. In Chapters 18 and 19, the various techniques of print and broadcast advertising production are discussed. It is important to remember that the best ideas, if poorly presented, will probably fail to accomplish the intended marketing task. With consumers bombarded daily with thousands of promotional messages, presentation is as important as the message to gain awareness and interest of potential prospects.
In Chapter 21, the text continues to emphasize the importance of an integrated plan for all aspects of marketing communication with a discussion of trademarks and packaging. To a degree, the package is the last opportunity to influence the customer and it also provides an opportunity for synergy between a product and its advertising. This section concludes with an overview of the planning and strategy necessary for a complete campaign. In many respects, Chapter 22 is a capstone chapter that brings together many of the issues discussed throughout the text. The organization of an advertising campaign can only be accomplished when all aspects of research, budgeting, media planning, and creative execution are assimilated into a single coordinated advertising program.
The final part of the text examines some specialized areas of advertising. In Chapter 23, retail advertising and marketing are addressed from the perspective of the ultimate consumer. While retail marketing and advertising has many similarities with other type of promotion, it also demonstrates a number of unique characteristics. The fast-paced immediacy of retailing and the ability for short-term consumer feedback makes the retail sector fundamentally different from other forms of advertising. From the local retailer, we move to the world of multi-national marketing and advertising with its special opportunities and challenges. From it roots in the post-World War II era, international business has become the norm for most firms. Chapter 24 examines the role that multi-national companies play in every aspect of American advertising. It is a rare company that does is not influenced in some respect by the global marketplace. As the Internet and new technology makes the world even smaller, American advertising will continue to be influenced by global marketing.
No business function is more regulated and comes under more scrutiny than advertising. Chapter 25 examines the numerous legal, regulatory, and industry controls of the advertising process. Despite the many formal regulations imposed on advertising, it is the public perception of the industry that may be of more long-term importance. In Chapter 26, the text concludes with a review of the economic and social aspects of advertising. It is obvious that advertising can only be effective if the public trusts it to provide truthful and constructive information that will allow consumers to make rational decisions about the goods and services they purchase.
While the purpose of the text is to offer students an overview of the business of advertising, the authors hope that we also have been able to convey the excitement and fun of this dynamic area. Whether you are entering a career in advertising, interested in the field as it relates to some other discipline, or simply interested in advertising as a consumer, our goal is that Kleppner's Advertising Procedure has introduced you to the concepts, theories, and pragmatic operation of this challenging, but never dull, field.
J. THOMAS RUSSELL
W RONALD LANE