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Kleppner's Advertising Procedure
ISBN: 9780133488302 | 0133488306
Edition: 13thFormat: Hardcover
Publisher: Prentice Hall Professional Technical Reference
Pub. Date: 8/1/1995
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This classic introduction to advertising provides a broad overview of advertising issues and functions. It places the advertising function within a contemporary, integrated marketing framework--showing how the advertising function must be coordinated with all other aspects of marketing communications within the matrix of the total business function.
| The Place of Advertising | p. 1 |
| Background of Today's Advertising | p. 3 |
| Roles of Advertising | p. 22 |
| Planning the Advertising | p. 53 |
| The Advertising Spiral and Brand Planning | p. 55 |
| Target Marketing | p. 76 |
| Managing the Advertising | p. 111 |
| The Advertising Agency, Media Services, and Other Services | p. 113 |
| The Advertiser's Marketing/Advertising ... MORE | p. 134 |
| Media | p. 155 |
| Basic Media Strategy | p. 157 |
| Using Television | p. 187 |
| Using Radio | p. 225 |
| Using Newspapers | p. 250 |
| Using Magazines | p. 286 |
| Out-Of-Home Advertising | p. 330 |
| Direct-Response and Direct-Mail Advertising | p. 356 |
| Sales Promotion | p. 396 |
| Creating the Advertising | p. 435 |
| Research in Advertising | p. 437 |
| Creating the Copy | p. 459 |
| The Total Concept: Words and Visuals | p. 482 |
| Print Production | p. 502 |
| The Television Commercial | p. 532 |
| The Radio Commercial | p. 554 |
| Trademarks and Packaging | p. 568 |
| The Complete Campaign | p. 591 |
| Other Environments of Advertising | p. 621 |
| Retail Advertising | p. 623 |
| International Advertising | p. 643 |
| Legal and Other Restraints on Advertising | p. 662 |
| Economic and Social Effects of Advertising | p. 693 |
| Table of Contents provided by Blackwell. All Rights Reserved. |
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