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Kleppner's Advertising Procedure
ISBN: 9780139085758 | 0139085750
Edition: 14thFormat: Hardcover
Publisher: Prentice Hall
Pub. Date: 8/1/1998
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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. Procedural approach, very applied, technical.
| Preface | xi | (4) | |||
| Instructor Support Material | xiii | (2) | |||
| Acknowledgments | xv | (2) | |||
| About the Authors | xvii | ||||
| PART I The Place of Advertising | 2 | (50) | |||
| 2 | (20) | |||
| 22 | (30) | |||
| PART II Planning the Advertising | 52 | (58) | |||
| 54 | (28) | |||
| 82 | (28) | |||
| PART III Managing the Advertising | 110 | (58) | |||
| 112 | (28) | |||
| 140 | (28) | |||
| PART IV Media | 168 | (252) | |||
| 170 | (28) | |||
| 198 | (31) | |||
| 229 | (24) | |||
| 253 | (33) | |||
| 286 | (44) | |||
| 330 | (22) | |||
| 352 | (36) | |||
| 388 | (32) | |||
| PART V Creating the Advertising | 420 | (184) | |||
| 422 | (24) | |||
| 446 | (24) | |||
| 470 | (20) | |||
| 490 | (31) | |||
| 521 | (25) | |||
| 546 | (16) | |||
| 562 | (25) | |||
| 587 | (17) | |||
| PART VI Other Environments of Advertising | 604 | (95) | |||
| 606 | (22) | |||
| 628 | (24) | |||
| 652 | (23) | |||
| 675 | (24) | |||
| Glossary | 699 | (7) | |||
| Index | 706 |
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