Kleppner's Advertising Procedure

by Lane, Ronald; King, Karen; Russell, Tom

• ISBN13: 9780131404120
• ISBN10: 0131404121
• Edition: 16th
• Format: Hardcover
• Copyright: 2008-01-01
• Publisher: Prentice Hall

Summary

Covering the entire field of advertising with special emphasis on 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.The book covers four basic concept of advertising: the place of advertising, planning the advertising, managing the advertising, and media.Account people and creative people in the field of marketing communication, branding, integrated communications, and new media advertising.

Table of Contents

Preface	x
Acknowledgments	xiv
PART ONE THE PLACE OF ADVERTISING	2	(66)
Background of Today's Advertising	4	(26)
Advertising's Modern Era: Research and Responsibility	7	(2)
Beginnings	9	(2)
The Move to Creativity in Advertising	11	(1)
The Development of Print Media	12	(4)
America Enters the Twentieth Century	16	(2)
Advertising Comes of Age	18	(3)
The War Advertising Council	21	(9)
Roles of Advertising	30	(38)
Advertising and the Changing Communication Environment	31	(3)
Advertising and Profitability	34	(1)
Integrated Marketing	35	(4)
Advertising as an Institution	39	(4)
Advertising to Diverse Publics	43	(1)
The Components of Advertising Strategy	44	(4)
A Good Product that Meets a Perceived Need	48	(8)
Variations in the Importance of Advertising	56	(2)
Advertising and the Marketing Channel	58	(1)
Advertising to the Consumer	59	(2)
Advertising to Business and Professions	61	(1)
Categories of Business Advertising	62	(2)
Nonproduct Advertising	64	(1)
Government Advertising	64	(4)
PART TWO PLANNING THE ADVERTISING	68	(66)
The Advertising Spiral and Brand Planning	70	(30)
Pioneering Stage	72	(4)
The Competitive Stage	76	(1)
The Retentive Stage	77	(1)
The Advertising Spiral	78	(22)
Kleppner Viewpoint 3.1 Brad Majors	88	(9)
Kleppner Viewpoint 3.2 Mark Kooyman	97	(3)
Target Marketing	100	(34)
Defining Prime Prospects	102	(9)
Generational Marketing	111	(6)
Planning the Advertising	117	(6)
Positioning	123	(1)
How to Approach a Positioning Problem	123	(2)
Positioning Examples	125	(1)
Profile of the Buyer	126	(2)
Beyond Demographics: Psychographics	128	(6)
Kleppner Viewpoint 4.1 Michael Martin	132	(2)
PART THREE MANAGING THE ADVERTISING	134	(66)
The Advertising Agency, Media Services, and Other Services	136	(34)
The Agency	137
How Agencies Developed	136	(6)
The Full-Service Agency	142	(3)
The Traditional Agency Organization	145	(3)
Kleppner Viewpoint 5.1 John Robertson	146	(2)
The Continuing Evolution of the Agency	148	(4)
Competing Accounts	152	(1)
Client-Agency Relationship Length	152	(1)
Agency of Record	152	(2)
Agency Multiple Offices	154	(1)
Global Agencies and Global Markets	154	(4)
Agency Networks	158	(2)
Other Advertising Services	160	(4)
Forms of Agency Compensation	164	(2)
Other Services	166	(4)
The Advertiser's Marketing/Advertising Operation	170	(30)
Marketing Services System	172	(3)
Integrated Marketing Brand Management	175	(4)
Setting the Budget	179	(4)
The Changing Marketing Environment	183	(1)
Managing Brands	184	(2)
Agency-Client Relationships	186	(7)
Kleppner Viewpoint 6.1 Thomas N. Lentz	188	(5)
Appraising National Advertising	193	(2)
Changes in Marketing	195	(5)
Advantage Point Propel Fitness Water	196	(4)
PART FOUR MEDIA	200	(246)
Basic Media Strategy	202	(26)
Organization of the Media Function	203	(1)
The New Media Function	204	(2)
Kleppner Viewpoint 7.1 Tiffany Johns	206	(1)
Media Unbundling and Independent Media-Buying Firms	206	(4)
Basic Media Strategy	210	(2)
Putting It all Together: The Media Plan	212	(5)
Communication Requirements and Creative Elements	217	(1)
Geography---Where Is the Product Distributed?	218	(2)
Kleppner Viewpoint 7.2 Chris Oberholtzer	219	(1)
Media Tactics: Reach, Frequency, Continuity, and Budget	220	(2)
The Media Schedule	222	(6)
Using Television	228	(30)
Television as an Advertising Medium	231	(3)
The Rating-Point System	234	(2)
Share of Audience	236	(1)
The Many Faces of Television	237	(1)
Network Television	237	(6)
Spot Television	243	(5)
Television Syndication	248	(6)
Syndicated Rating Services	254	(4)
Using Radio	258	(22)
The Contemporary Radio Industry	260	(2)
Features and Advantages of Radio	262	(3)
Limitations and Challenges of Radio	265	(2)
Technical Aspects of Radio	267	(1)
Selling Radio Commercial Time	268	(5)
Radio Ratings Services	273	(2)
Buying Radio	275	(1)
Using Radio Ratings	276	(4)
Using Newspapers	280	(32)
The National Newspaper	285	(1)
Marketing the Newspaper	286	(5)
Newspaper Inserts, Zoning, and Total Market Coverage	291	(11)
Circulation Analysis	302	(4)
Newspaper-Distributed Magazine Supplements	306	(1)
The Ethnic and Foreign Language Press	307	(2)
Weekly Newspapers	309	(3)
Using Magazines	312	(42)
Advertising and Consumer Magazines	314	(1)
Selectivity	315	(4)
Magazines as National Advertising Medium	319	(4)
Features of Magazine Advertising	323	(4)
Magazine Elements	327	(3)
Inserts and Multiple-Page Units	330	(1)
How Space Is Sold	330	(6)
Magazine Circulation	336	(1)
Measuring Magazine Audiences	337	(2)
Kleppner Viewpoint 11.1 Mary Beth Burner	338	(1)
Consumer Magazines-Summing Up	339	(2)
The Business Press and Business-to-Business Advertising	341	(10)
The Organization of the Farm Press	351	(3)
Out-of-Home Advertising	354	(24)
Strategic Advertising and Out-of-Home	358	(3)
Outdoor Regulation and Public Opinion	361	(3)
Forms of Outdoor Advertising	364	(3)
The Elements of Outdoor	367	(2)
Buying Outdoor	369	(1)
Verifying	370	(1)
Transit Advertising	371	(3)
Street Furniture Advertising	374	(2)
Alternative Out-of-Home Advertising	376	(2)
Direct-Response and Internet Advertising	378	(30)
Direct Response and the Internet	381	(2)
The Internet and Marketing Research	383	(6)
The Wireless and Broadband Revolution	389	(1)
The Role of the Internet in Advertising and Marketing	389	(1)
Direct-Response Marketing: An Overview	390	(2)
Database Marketing	392	(2)
The Direct-Response Industry	394	(7)
Direct-Mail Advertising	401	(7)
Sales Promotion	408	(38)
Promotion and Advertising	412	(2)
Forms of Sales Promotion	414	(2)
Advantage Point Jack and His Promotions	415	(1)
Event Marketing/Product Licensing	416	(3)
Point-of-Purchase Advertising	419	(1)
Advantage Point The Chiquita Banana Summer Fun Club	421	(3)
Kleppner Viewpoint 14.1 David Botsford	424
Specialty Advertising	420	(8)
Coupons	428	(2)
Sampling	430	(1)
Sweepstakes and Contests	431	(6)
Kleppner Viewpoint 14.2 Craig McAnsh	434	(3)
Cooperative Advertising	437	(3)
Controlling Co-Op Dollars	440	(6)
PART FIVE CREATING THE ADVERTISING	446	(224)
Research in Advertising	448	(28)
Research Is an Informational Tool	450	(1)
The Right Kind of Research	451	(1)
Public Attitude Toward Survey Research	451	(1)
Account Planners and Consumer Insights	451	(1)
Agency Futurists	452	(1)
What Kind of Research is Needed?	452	(12)
Kleppner Viewpoint 15.1 Brad Majors	455	(7)
Kleppner Viewpoint 15.2 Bruce F. Hall, Ph.D	462	(2)
The Series of Research Steps in Advertising	464	(12)
Kleppner Viewpoint 15.3 An Interview with Steve Warner	466	(4)
Testing Creative Research	470	(6)
Creating the Copy	476	(32)
A Challenge and Creative Vision	478	(3)
How Do We Create Great Advertising?	481	(1)
The Nature and Use of Appeals	482	(2)
Kleppner Viewpoint 16.1 Ron Huey	483	(1)
Great Advertising Elements	484	(1)
Structure of an Advertisement	484	(9)
Advantage Point Cary Knudson's Memo	486	(7)
Copy Style	493	(3)
Comparative Advertising	496	(1)
Slogans	496	(3)
The Creative Work Plan	499	(1)
Tested Guidelines for Creating an Ad	499	(9)
Kleppner Viewpoint 16.2 Jason Kreher	504	(4)
The Total Concept: Words and Visuals	508	(26)
Ideas Come from the Left and Right Brain	511	(1)
The Creative Team	511	(3)
Kleppner Viewpoint 17.1 Frank Compton	512	(2)
The Idea	514	(2)
The Creative Leap	516	(18)
Print Production	534	(28)
Advertising and Digital Production	535	(2)
Prepress Process	537	(2)
Print Production	539	(2)
Kleppner Viewpoint 18.1 Alana Stephenson	541	(1)
Production Data	541	(1)
Production Planning and Scheduling	542	(1)
Selecting the Printing Process	543	(4)
Understanding Typography	547	(1)
Type and Reading	547	(2)
Typefaces	549	(1)
Type Fonts and Families	549	(3)
Typesetting	552	(1)
Electronic Mechanical and Artwork	553	(5)
Duplicate Ads	558	(1)
Other Production Advances	558	(4)
The Television Commercial	562	(30)
The Power of the TV Idea	563	(1)
The Problems of TV	564	(1)
Copy Development and Production Timetable	565	(1)
Creating the Television Commercial	565	(13)
Producing the TV Commercial	578	(2)
Role of the Producer	580	(5)
Controlling the Cost of Commercial Production	585	(3)
Drop in Postproduction Fees	588	(4)
Advantage Point	590	(2)
The Radio Commercial	592	(20)
The Nature of the Medium	594	(1)
Flexibility, Marketability, and Promotionability	595	(1)
Creating the Commercial	596	(3)
Kleppner Viewpoint 20.1 Steven H. Lang	597	(2)
Developing the Radio Script	599	(2)
Writing the Commercial	601	(3)
Timing of Commercials	604	(1)
Musical Commercials	604	(1)
Methods of Delivery	605	(2)
Producing the Radio Commercial	607	(5)
Trademarks and Packaging	612	(34)
An Overview	614	(1)
A Little History of Trademarks	615	(1)
What Is a Trademark?	616	(9)
House Marks	625	(3)
Advantage Point A Few Words From USPTO's Web Site	627	(1)
Service Marks, Certification Marks	628	(1)
Company and Product Names	628	(3)
Packaging	631	(15)
Advantage Point Minute Maid's Packaging Redesigned for Image Change	638	(8)
The Complete Campaign	646	(24)
A Campaign Versus Ads	648	(1)
Changing Campaigns	648	(1)
Diversity Within the Campaign Target	649	(1)
Situation Analysis	649	(3)
Creative Objectives and Strategy	652	(5)
Media Objectives	657	(1)
Other Integrated Elements	658	(1)
Getting the Campaign Approved	658	(1)
Research---Posttests	659	(11)
Case History The Birth of an Icon: The AFLAC Duck Campaign	664	(2)
Case History Folks Restaurant Management Group	666	(4)
PART SIX OTHER ENVIRONMENTS OF ADVERTISING	670	(69)
International Advertising	672	(32)
The Multinational Corporation	674	(2)
The Internet and International Communication	676	(3)
The Development of Global Marketing and Advertising	679	(2)
Global Marketing and Advertising	681	(4)
Political and Economic Movement Toward a World Economy	685	(1)
A Multinational Advertising Agency	686	(4)
The Multinational Advertising Plan	690	(4)
Media Planning: A Global Perspective	694	(2)
Advertising and Ethnic Diversity in the United States	696	(8)
Economic, Social, and Legal Effects of Advertising	704	(35)
Advertising Criticism: A Historical Perspective	705	(1)
Advertising as an Economic and Social Institution	706	(2)
The Social Role of Advertising	708	(5)
Advertising and Social Causes---The Advertising Council	713	(5)
Advertising's Legal and Regulatory Environment	718	(1)
The Federal Trade Commission (FTC)	719	(5)
The Federal Food, Drug, and Cosmetic Act	724	(1)
Advertising and the First Amendment	725	(4)
Advertising of Professional Services	729	(1)
State and Local Laws Relating to Advertising	730	(1)
Comparison Advertising	731	(1)
The Advertising Clearance Process	731	(2)
Self-Regulation by Industry-Wide Groups	733	(2)
The NARC Self-Regulation Program	735	(4)
Glossary	739	(8)
Endnotes	747	(10)
Index	757

Excerpts

The sixteenth edition ofKleppner's Advertising Procedurecombines the tradition of providing basic coverage of the fields of advertising and promotion with an in-depth description of the fast-changing environment in which modern marketing operates. The text offers a comprehensive, yet clear, discussion of the trends in marketing communication. Among the primary goals of the current edition is to provide students with an appreciation of the developments in communication technology, marketing research, as well as the ramifications of consolidation and globalization on the practice of advertising and promotion. While this text retains the basic organization of previous editions, it has undergone the most extensive revision in its history.New cases, examples, and exhibits as well as viewpoints from some of the industry's leading practitioners will offer students and instructors an appreciation of the complex and fast-changing world of advertising and promotion. To better meet the needs of today's busy classrooms and provide greater clarity, this edition has been slightly streamlined without sacrificing the key concepts and in-depth coverage that has made this text a bestseller. This text presents ideas and issues in a context where students see the variables and options that marketers must deal with to solve problems. In a complex, global economy, there is rarely a single right or wrong answer. Students are introduced to the cultural, psychological, sociological, and economic factors that determine the proper role of advertising, and they learn that advertising and promotion do not function in a void-that the successful practitioner must be able to comprehend complex information from a number of disciplines. The primary goal of the sixteenth edition is to introduce students to the many aspects of advertising and promotion. However, just as importantly,Kleppner's Advertising Procedureattempts to convey the enthusiasm and enjoyment that the field offers. The sixteenth edition is intended for students majoring in advertising, studying advertising as part of a related discipline or those who will use the information as informed consumers. ORGANIZATION AND WHAT'S NEW Above all, the current edition emphasizes the importance of the consumer. In an environment that is moving towards two-way communications and audience control of the communication channel, it is imperative that advertisers be able to deal with a marketing system controlled by the customer. Concepts such as "permission marketing" are no longer interesting ideas, but instead are the core of successful marketing and promotion. The sixteenth edition is organized as follows: PART I The authors take a consumer-centric approach throughout the text beginning with Part I in which the historical roots of advertising are discussed. Chapter 1offers an overview of how advertising and marketing developed as part of the larger society. Rather than a stale listing of names and dates, the chapter brings the personalities who created the modern American marketing system to life. Chapter 2demonstrates the many ways that advertising and marketing communications are used by advertisers as small as the neighborhood retailer and as large as global multinational corporations. PART II The second part of the text focuses on advertising planning and brand research. Chapter 3introduces the concept of the product life cycle and the strategies needed to keep brands vital in a changing marketplace. Chapter 4looks at means for advertisers to determine their prime prospects and better understand consumers. PART III The third part of the text discusses the organization of the advertising from both the advertisers and agency perspectives. Chapters 5 and 6explore how the advertising and management function have become more c