Kleppner's advertising procedure (The Prentice Hall series in marketing) - Hardcover

Otto Kleppner; J. Thomas Russell; Glenn Verrill

Hardcover

ISBN 10: 0135164516 ISBN 13: 9780135164518

Publisher: Prentice Hall, 1987

Synopsis

  There are few areas of business and marketing that operate in a more dynamic atmosphere than advertising and promotion.  The process of new product and target audience research, branding and product development, executing creative sales approaches, and selecting media and non-traditional marketing communication placement are part of an evolving process that is undergoing dramatic change.  The primary reason for publication of this new edition is to reflect this environment. Account people and creative people in the field of marketing communication, branding, integrated communications, and new media advertising.

 

 

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:

The fourteenth edition of this classic book introduces advertising as both an art and science while providing a broad overview of advertising issues and functions. Beginning with the history, purpose, and role of advertising in our economy, this book presents advertising as it relates to the total marketing communication environment and provides a foundation for understand how advertising fits into the general business environment. It introduces the specific techniques for planning media use, following the creative process, and planning campaigns. It also provides an overview of advertising and societal issues through the regulatory, legal, and public policy constraints placed on advertising. Finally, the book introduces the growing importance of the cultural and sociological components of advertising. The fourteenth edition of Kleppner's Advertising Procedures has been updated to include the latest industry practices in new media and Web site advertising, digital graphics, and the latest marketing and advertising research techniques. It includes all new advertisements. An important and practical reference for entry-level professionals in advertising and marketing, including media, account management, and brand management.

About this edition

• Publisher: Prentice Hall
• Publication date: 1987
• ISBN 10: 0135164516
• ISBN 13: 9780135164518
• Binding: Hardcover
• Number of pages: 686