Kleppner's Advertising Procedure

Kleppner's Advertising Procedure
ISBN-10
0130328774
ISBN-13
9780130328779
Series
Kleppner's Advertising Procedure
Category
Business & Economics / Advertising & Promotion
Pages
697
Language
English
Published
2002
Publisher
Prentice Hall
Authors
W. Ronald Lane, Otto Kleppner, Thomas Russell

Description

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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