For undergraduate Advertising courses.
An all-inclusive introduction to the exciting and dynamic world of advertising.
Kleppner’s Advertising Procedure introduces students to advertising by providing insight from professionals and recent examples that highlight the best advertisements and promotional techniques. This text also provides students with a clear, comprehensive look at the roles practitioners play from three key perspectives: a firm’s marketing/advertising department, an ad agency professional, and media executives.
The eighteenth edition reflects how new media has changed advertising.
Table of Contents
Part I: The Place of Advertising
Chapter 1. Background of Today’s Advertising
Chapter 2. Roles of Advertising
Part II: Planning the Advertising
Chapter 3. Brand Planning and the Advertising Spiral
Chapter 4. Target Marketing
Part III: Target Marketing
Chapter 5. The Advertising Agency, Media Services, and Other Services
Chapter 6. The Advertiser’s Marketing/Advertising Operation
Part IV: Media
Chapter 7. Media Strategy
Chapter 8. Using Television
Chapter 9. Using Radio
Chapter 10. Using Newspapers
Chapter 11. Using Magazines
Chapter 12. Out-of-Home Advertising
Chapter 13. Digital and Direct-Response Advertising
Chapter 14. Sales Promotion
Part V: Creating the Advertising
Chapter 15. Research in Advertising
Chapter 16. Creating the Message
Chapter 17. The Total Concept: Words and Visuals
Chapter 18. Print Production
Chapter 19. Video and the Commercial
Chapter 20. The Radio Commercial
Chapter 21. Trademarks and Packaging
Chapter 22. The Complete Campaign
Part VI: Other Environments of Advertising
Chapter 23. International Advertising
Chapter 24. Economic, Social, and Legal Effects of Advertising
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Kleppner's Advertising Procedure, CourseSmart eTextbook, 18th Edition
Format: Safari Book
$95.99 | ISBN-13: 978-0-13-611083-5