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Kleppner's Advertising Procedure
ISBN: 9780130328779 | 0130328774
Edition: 15thFormat: Hardcover
Publisher: PRENTICE HALL
Pub. Date: 1/1/2002
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For introductory-level courses in Advertising offered by communications, journalism, and marketing departments. This classic text introduces advertising as both an art and science while providing a broad overview of advertising issues and functions. Covering the entire field of advertising with special emphasis in 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.
| PART I THE PLACE OF ADVERTISING | |||||
| 2 | (21) | |||
| 23 | (29) | |||
| PART II PLANNING THE ADVERTISING | ... MORE | 52 | (112) | ||
| 54 | (26) | |||
| 80 | (30) | |||
| PART III MANAGING THE ADVERTISING | |||||
| 110 | (27) | |||
| 137 | (27) | |||
| PART IV MEDIA | 164 | (226) | |||
| 166 | (24) | |||
| 190 | (32) | |||
| 222 | (20) | |||
| 242 | (33) | |||
| 275 | (38) | |||
| 313 | (24) | |||
| 337 | (27) | |||
| 364 | (26) | |||
| PART V CREATING THE ADVERTISING | 390 | (196) | |||
| 392 | (24) | |||
| 416 | (29) | |||
| 445 | (22) | |||
| 467 | (28) | |||
| 495 | (29) | |||
| 524 | (16) | |||
| 540 | (26) | |||
| 566 | (20) | |||
| PART VI OTHER ENVIRONMENTS OF ADVERTISING | 586 | (69) | |||
| 588 | (20) | |||
| 608 | (22) | |||
| 630 | (25) | |||
| 655 |
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