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An all-inclusive introduction to the exciting and dynamic world of advertising.
Kleppner’s Advertising Procedure introduces readers to advertising by providing insight from professionals and recent examples that highlight the best advertisements and promotional techniques. This text also provides readers 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.
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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:
Kleppner's Advertising Procedureintroduces readers to advertising by providing insight from professionals and recent examples that highlight the best advertisements and promotional techniques.
Background of Today's Advertising; Roles of Advertising; Brand Planning and the Advertising Spiral; Target Marketing; The Advertising Agency, Media Services, and Other Services; The Advertiser's Marketing/Advertising Operation; Media Strategy; Using Television; Using Radio; Using Newspapers; Using Magazines; Out-of-Home Advertising; Digital and Direct-Response Advertising; Sales Promotion; Research in Advertising; Creating the Message; The Total Concept: Words and Visuals; Print Production; Video and the Commercial; The Radio Commercial; Trademarks and Packaging; The Complete Campaign; International Advertising; Economic, Social, and Legal Effects of Advertising
MARKET: For account and/or creative people in the field of marketing communication, branding, integrated communications, and new media advertising.
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