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Kleppner's Advertising Procedure, 18th edition

Published by Pearson (January 15, 2010) © 2011

  • Ronald Lane
  • Karen King
  • Tom Russell
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  • A print text

For undergraduate Advertising courses.

An all-inclusive introduction to the exciting and dynamic world of advertising.

Kleppner’s Advertising Procedure introduces students to advertising by providing insight from professionals and recent examples that highlight the best advertisements and promotional techniques. This text also provides students with a clear, comprehensive look at the roles practitioners play from three key perspectives: a firm’s marketing/advertising department, an ad agency professional, and media executives.

The eighteenth edition reflects how new media has changed advertising.

Part I: The Place of Advertising

Chapter 1. Background of Today’s Advertising

Chapter 2. Roles of Advertising

Part II: Planning the Advertising

Chapter 3. Brand Planning and the Advertising Spiral

Chapter 4. Target Marketing

Part III: Target Marketing

Chapter 5. The Advertising Agency, Media Services, and Other Services

Chapter 6. The Advertiser’s Marketing/Advertising Operation

Part IV: Media

Chapter 7. Media Strategy

Chapter 8. Using Television

Chapter 9. Using Radio

Chapter 10. Using Newspapers

Chapter 11. Using Magazines

Chapter 12. Out-of-Home Advertising

Chapter 13. Digital and Direct-Response Advertising

Chapter 14. Sales Promotion

Part V: Creating the Advertising

Chapter 15. Research in Advertising

Chapter 16. Creating the Message

Chapter 17. The Total Concept: Words and Visuals

Chapter 18. Print Production

Chapter 19. Video and the Commercial

Chapter 20. The Radio Commercial

Chapter 21. Trademarks and Packaging

Chapter 22. The Complete Campaign

Part VI: Other Environments of Advertising                  

Chapter 23. International Advertising

Chapter 24. Economic, Social, and Legal Effects of Advertising

 

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