Items related to Kleppner's advertising procedure (The Prentice...
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.
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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.
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- PublisherPrentice Hall
- Publication date1987
- ISBN 10 0135164516
- ISBN 13 9780135164518
- BindingHardcover
- LanguageEnglish
- Number of pages686
- Rating
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KLEPPNER'S ADVERTISING PROCEDURE
Published by
Prentice Hall, Paramus, NJ, U.S.A., 1987
ISBN 10: 0135164516
ISBN 13: 9780135164518
Used
Hardcover
First Edition
Seller: The Reading Well Bookstore, Delaware, OH, U.S.A.
Seller rating 4 out of 5 stars
Hardcover. Condition: Very Good+. Dust Jacket Condition: No Dust Jacket. 1st Edition; 1st Printing. 4to 11" - 13" tall; Photographs; Series: The Prentice Hall Series In Marketing; Textbook; 686 pages; Pictorial covers. Clean, tight, bright, used textbook, occasional annotation. Water damage to top of spine affects endpaper and a couple of index pages. Seller Inventory # 4808
Quantity: 1 available
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KLEPPNER'S ADVERTISING PROCEDURE
Published by
Prentice Hall, Englewood Cliffs, NJ, 1987
ISBN 10: 0135164516
ISBN 13: 9780135164518
Used
Hardcover
Seller: Russ States, Oil City, PA, U.S.A.
Seller rating 4 out of 5 stars
Pictorial Cover. Condition: Very Good. Dust Jacket Condition: Very Good. (1988), 670pp, illus., 10th ed., slight shelfwear, slight edgewear to dj. Seller Inventory # 07-0985
Quantity: 1 available
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Kleppner's advertising procedure (The Prentice Hall series in marketing)
Seller: Wonder Book, Frederick, MD, U.S.A.
Seller rating 5 out of 5 stars
Condition: Good. Good condition. 10th edition. A copy that has been read but remains intact. May contain markings such as bookplates, stamps, limited notes and highlighting, or a few light stains. Bundled media such as CDs, DVDs, floppy disks or access codes may not be included. NOT AVAILABLE FOR SHIPMENT OUTSIDE OF THE UNITED STATES. Seller Inventory # Q15N-01203
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Kleppner's advertising procedure (The Prentice Hall series in marketing)
Seller: Wonder Book, Frederick, MD, U.S.A.
Seller rating 5 out of 5 stars
Condition: Good. Good condition. 10th edition. A copy that has been read but remains intact. May contain markings such as bookplates, stamps, limited notes and highlighting, or a few light stains. NOT AVAILABLE FOR SHIPMENT OUTSIDE OF THE UNITED STATES. Seller Inventory # Y04B-03651
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Kleppner's Advertising Procedure (The Prentice Hall series in marketing)
Seller: Foggypaws, Sonoma, CA, U.S.A.
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Hardcover. Condition: Very Good. 1988 10th edition Hardcover in very good condition. All inside pages are in great condition. Highlighting on severa pages. Minor shelf wear to the cover. 686 pages. Seller Inventory # mon0000019770
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Kleppner's advertising procedure (The Prentice Hall series in marketing)
Seller: M & M Books, ATHENS, GA, U.S.A.
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Hardcover. Condition: As New. 10th Edition. Seller Inventory # 143659
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