Kleppner's Advertising Procedure

ISBN-10: 0132308290
ISBN-13: 9780132308298
Edition: 17th 2008
List price: $198.67
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Description: nbsp; There are few areas of business and marketing that operate in a more dynamic atmosphere than advertising and promotion.nbsp; The process of new product and target audience research, branding and product development, executing creative sales  More...

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Book details

List price: $198.67
Edition: 17th
Copyright year: 2008
Publisher: Prentice Hall PTR
Publication date: 7/20/2007
Binding: Hardcover
Pages: 864
Size: 8.75" wide x 11.00" long x 1.25" tall
Weight: 4.290
Language: English

nbsp; There are few areas of business and marketing that operate in a more dynamic atmosphere than advertising and promotion.nbsp; 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.nbsp;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. nbsp; nbsp;

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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