Kleppner's Advertising Procedure

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

• ISBN13: 9780132308298
• ISBN10: 0132308290
• Edition: 17th
• Format: Hardcover
• Copyright: 2008-01-01
• Publisher: Prentice Hall

Summary

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.

Table of Contents

Background of Todays Advertising

Roles of Advertising

The Advertising Spiral and Brand Planning

Target Marketing

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketing/Advertising Operation

Media Strategy

Using Television

Using Radio

Using Newspapers

Using Magazines

Out-of-Home Advertising

Internet and Direct Response Advertising

Sales Promotion

Research in Advertising

Creating the Message

The Total Concept: Words and Visuals

Print Production

The Television Commercial

The Radio Commercial

Trademarks and Packaging

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

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