Kleppner's Advertising Procedure (The Prentice Hall Series in Marketing) - Hardcover

Russell, Thomas; Lane, W. Ronald; Kleppner, Otto

Hardcover

ISBN 10: 0135175747 ISBN 13: 9780135175743

Publisher: Prentice Hall, 1993

Synopsis

Discusses the background and role of advertising; planning, creating, and managing advertising; and using television and radio as well as print media and direct mail

About this title

From the Publisher:

Completely revised -- this classic introduction to advertising as both an art and science 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. Students explore not only the history, purpose, and role of advertising in our multi-faceted economy, but learn the specific techniques for planning media use, following the creative process, and planning campaigns.

From the Back Cover:

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.

About this edition

• Publisher: Prentice Hall
• Publication date: 1993
• ISBN 10: 0135175747
• ISBN 13: 9780135175743
• Binding: Hardcover
• Number of pages: 1850