Kleppner's Advertising Procedure - Tenth Edition

Otto Kleppner

ISBN 10: 0135164516 / ISBN 13: 9780135164518

Published by Prentice Hall, 1987

About this Item

Leichte Rillen / Abschürfungen / Risse / Knicke; Gebrochener Buchrücken. 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.

Seller Inventory # 12f7c2db-8518-4f4d-a735-a0328b29f3af

Bibliographic Details

• Title: Kleppner's Advertising Procedure - Tenth Edition
• Publisher: Prentice Hall
• Publication Date: 1987
• Language: English
• ISBN 10: 0135164516
• ISBN 13: 9780135164518
• Binding: Hardcover
• Condition: Fine
• Seller catalogs:
  • Economics

About this title

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.

 

 

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.