Kleppner's Advertising Procedure
ISBN: 9780132308298 | 0132308290
Edition: 17thFormat: Hardcover
Publisher: Prentice Hall
Pub. Date: 1/1/2008
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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... MORE
| 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 | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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