Kleppner's Advertising Procedure (14th Edition)

For introductory-level courses in Advertising offered by communications, journalism, and marketing departments. This classic text introduces advertising as both an art and science while providing a broad overview of advertising issues and functions. Covering the entire field of advertising with special emphasis in IMC and new technologies, it places advertising within a contemporary, integrated marketing framework to demonstrate how advertising must be coordinated with all other aspects of marketing communications. Procedural approach, very applied, technical.

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.