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Kleppner's Advertising Procedure

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ISBN-10: 0133488306

ISBN-13: 9780133488302

Edition: 3rd 1996

Authors: J. Thomas Russell, W. Ronald Lane

List price: $80.00
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This 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 it must be co-ordinated with all other aspects of communication.
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Book details

List price: $80.00
Edition: 3rd
Copyright year: 1996
Publisher: Prentice Hall PTR
Binding: Hardcover
Pages: 814
Size: 7.09" wide x 9.45" long
Weight: 4.114
Language: English

The Place of Advertising
Background of Today's Advertising
Roles of Advertising
Planning the Advertising
The Advertising Spiral and Brand Planning
Target Marketing
Managing the Advertising
The Advertising Agency, Media Services, and Other Services
The Advertiser's Marketing/Advertising Operation
Basic Media Strategy
Using Television
Using Radio
Using Newspapers
Using Magazines
Out-Of-Home Advertising
Direct-Response and Direct-Mail Advertising
Sales Promotion
Creating the Advertising
Research in Advertising
Creating the Copy
The Total Concept: Words and Visuals
Print Production
The Television Commercial
The Radio Commercial
Trademarks and Packaging
The Complete Campaign
Other Environments of Advertising
Retail Advertising
International Advertising
Legal and Other Restraints on Advertising
Economic and Social Effects of Advertising