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Kleppner's Advertising Procedure

ISBN: 9780131404120 | 0131404121
Edition: 17th
Format: Hardcover
Publisher: Prentice Hall
Pub. Date: 1/1/2008

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SummaryTable of Contents
For introductory-level courses in Advertising offered by communications, journalism, and marketing departments. This revision of the classic Kleppner text provides a sophisticated overview of the marketing communication field, branding, integrated communications, and new media advertising. Covering the entire field of advertising with special emphasis on 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 comm... MORE
... MORE
Prefacex
Acknowledgmentsxiv
PART ONE THE PLACE OF ADVERTISING
2(66)
Background of Today's Advertising
4(26)
Advertising's Modern Era: Research and Responsibility
7(2)
Beginnings
9(2)
The Move to Creativity in Advertising
11(1)
The Development of Print Media
12(4)
America Enters the Twentieth Century
16(2)
Advertising Comes of Age
18(3)
The War Advertising Council
21(9)
Roles of Advertising
30(38)
Advertising and the Changing Communication Environment
31(3)
Advertising and Profitability
34(1)
Integrated Marketing
35(4)
Advertising as an Institution
39(4)
Advertising to Diverse Publics
43(1)
The Components of Advertising Strategy
44(4)
A Good Product that Meets a Perceived Need
48(8)
Variations in the Importance of Advertising
56(2)
Advertising and the Marketing Channel
58(1)
Advertising to the Consumer
59(2)
Advertising to Business and Professions
61(1)
Categories of Business Advertising
62(2)
Nonproduct Advertising
64(1)
Government Advertising
64(4)
PART TWO PLANNING THE ADVERTISING
68(66)
The Advertising Spiral and Brand Planning
70(30)
Pioneering Stage
72(4)
The Competitive Stage
76(1)
The Retentive Stage
77(1)
The Advertising Spiral
78(22)
Kleppner Viewpoint 3.1 Brad Majors
88(9)
Kleppner Viewpoint 3.2 Mark Kooyman
97(3)
Target Marketing
100(34)
Defining Prime Prospects
102(9)
Generational Marketing
111(6)
Planning the Advertising
117(6)
Positioning
123(1)
How to Approach a Positioning Problem
123(2)
Positioning Examples
125(1)
Profile of the Buyer
126(2)
Beyond Demographics: Psychographics
128(6)
Kleppner Viewpoint 4.1 Michael Martin
132(2)
PART THREE MANAGING THE ADVERTISING
134(66)
The Advertising Agency, Media Services, and Other Services
136(34)
The Agency
137
How Agencies Developed
136(6)
The Full-Service Agency
142(3)
The Traditional Agency Organization
145(3)
Kleppner Viewpoint 5.1 John Robertson
146(2)
The Continuing Evolution of the Agency
148(4)
Competing Accounts
152(1)
Client-Agency Relationship Length
152(1)
Agency of Record
152(2)
Agency Multiple Offices
154(1)
Global Agencies and Global Markets
154(4)
Agency Networks
158(2)
Other Advertising Services
160(4)
Forms of Agency Compensation
164(2)
Other Services
166(4)
The Advertiser's Marketing/Advertising Operation
170(30)
Marketing Services System
172(3)
Integrated Marketing Brand Management
175(4)
Setting the Budget
179(4)
The Changing Marketing Environment
183(1)
Managing Brands
184(2)
Agency-Client Relationships
186(7)
Kleppner Viewpoint 6.1 Thomas N. Lentz
188(5)
Appraising National Advertising
193(2)
Changes in Marketing
195(5)
Advantage Point Propel Fitness Water
196(4)
PART FOUR MEDIA
200(246)
Basic Media Strategy
202(26)
Organization of the Media Function
203(1)
The New Media Function
204(2)
Kleppner Viewpoint 7.1 Tiffany Johns
206(1)
Media Unbundling and Independent Media-Buying Firms
206(4)
Basic Media Strategy
210(2)
Putting It all Together: The Media Plan
212(5)
Communication Requirements and Creative Elements
217(1)
Geography---Where Is the Product Distributed?
218(2)
Kleppner Viewpoint 7.2 Chris Oberholtzer
219(1)
Media Tactics: Reach, Frequency, Continuity, and Budget
220(2)
The Media Schedule
222(6)
Using Television
228(30)
Television as an Advertising Medium
231(3)
The Rating-Point System
234(2)
Share of Audience
236(1)
The Many Faces of Television
237(1)
Network Television
237(6)
Spot Television
243(5)
Television Syndication
248(6)
Syndicated Rating Services
254(4)
Using Radio
258(22)
The Contemporary Radio Industry
260(2)
Features and Advantages of Radio
262(3)
Limitations and Challenges of Radio
265(2)
Technical Aspects of Radio
267(1)
Selling Radio Commercial Time
268(5)
Radio Ratings Services
273(2)
Buying Radio
275(1)
Using Radio Ratings
276(4)
Using Newspapers
280(32)
The National Newspaper
285(1)
Marketing the Newspaper
286(5)
Newspaper Inserts, Zoning, and Total Market Coverage
291(11)
Circulation Analysis
302(4)
Newspaper-Distributed Magazine Supplements
306(1)
The Ethnic and Foreign Language Press
307(2)
Weekly Newspapers
309(3)
Using Magazines
312(42)
Advertising and Consumer Magazines
314(1)
Selectivity
315(4)
Magazines as National Advertising Medium
319(4)
Features of Magazine Advertising
323(4)
Magazine Elements
327(3)
Inserts and Multiple-Page Units
330(1)
How Space Is Sold
330(6)
Magazine Circulation
336(1)
Measuring Magazine Audiences
337(2)
Kleppner Viewpoint 11.1 Mary Beth Burner
338(1)
Consumer Magazines-Summing Up
339(2)
The Business Press and Business-to-Business Advertising
341(10)
The Organization of the Farm Press
351(3)
Out-of-Home Advertising
354(24)
Strategic Advertising and Out-of-Home
358(3)
Outdoor Regulation and Public Opinion
361(3)
Forms of Outdoor Advertising
364(3)
The Elements of Outdoor
367(2)
Buying Outdoor
369(1)
Verifying
370(1)
Transit Advertising
371(3)
Street Furniture Advertising
374(2)
Alternative Out-of-Home Advertising
376(2)
Direct-Response and Internet Advertising
378(30)
Direct Response and the Internet
381(2)
The Internet and Marketing Research
383(6)
The Wireless and Broadband Revolution
389(1)
The Role of the Internet in Advertising and Marketing
389(1)
Direct-Response Marketing: An Overview
390(2)
Database Marketing
392(2)
The Direct-Response Industry
394(7)
Direct-Mail Advertising
401(7)
Sales Promotion
408(38)
Promotion and Advertising
412(2)
Forms of Sales Promotion
414(2)
Advantage Point Jack and His Promotions
415(1)
Event Marketing/Product Licensing
416(3)
Point-of-Purchase Advertising
419(1)
Advantage Point The Chiquita Banana Summer Fun Club
421(3)
Kleppner Viewpoint 14.1 David Botsford
424
Specialty Advertising
420(8)
Coupons
428(2)
Sampling
430(1)
Sweepstakes and Contests
431(6)
Kleppner Viewpoint 14.2 Craig McAnsh
434(3)
Cooperative Advertising
437(3)
Controlling Co-Op Dollars
440(6)
PART FIVE CREATING THE ADVERTISING
446(224)
Research in Advertising
448(28)
Research Is an Informational Tool
450(1)
The Right Kind of Research
451(1)
Public Attitude Toward Survey Research
451(1)
Account Planners and Consumer Insights
451(1)
Agency Futurists
452(1)
What Kind of Research is Needed?
452(12)
Kleppner Viewpoint 15.1 Brad Majors
455(7)
Kleppner Viewpoint 15.2 Bruce F. Hall, Ph.D
462(2)
The Series of Research Steps in Advertising
464(12)
Kleppner Viewpoint 15.3 An Interview with Steve Warner
466(4)
Testing Creative Research
470(6)
Creating the Copy
476(32)
A Challenge and Creative Vision
478(3)
How Do We Create Great Advertising?
481(1)
The Nature and Use of Appeals
482(2)
Kleppner Viewpoint 16.1 Ron Huey
483(1)
Great Advertising Elements
484(1)
Structure of an Advertisement
484(9)
Advantage Point Cary Knudson's Memo
486(7)
Copy Style
493(3)
Comparative Advertising
496(1)
Slogans
496(3)
The Creative Work Plan
499(1)
Tested Guidelines for Creating an Ad
499(9)
Kleppner Viewpoint 16.2 Jason Kreher
504(4)
The Total Concept: Words and Visuals
508(26)
Ideas Come from the Left and Right Brain
511(1)
The Creative Team
511(3)
Kleppner Viewpoint 17.1 Frank Compton
512(2)
The Idea
514(2)
The Creative Leap
516(18)
Print Production
534(28)
Advertising and Digital Production
535(2)
Prepress Process
537(2)
Print Production
539(2)
Kleppner Viewpoint 18.1 Alana Stephenson
541(1)
Production Data
541(1)
Production Planning and Scheduling
542(1)
Selecting the Printing Process
543(4)
Understanding Typography
547(1)
Type and Reading
547(2)
Typefaces
549(1)
Type Fonts and Families
549(3)
Typesetting
552(1)
Electronic Mechanical and Artwork
553(5)
Duplicate Ads
558(1)
Other Production Advances
558(4)
The Television Commercial
562(30)
The Power of the TV Idea
563(1)
The Problems of TV
564(1)
Copy Development and Production Timetable
565(1)
Creating the Television Commercial
565(13)
Producing the TV Commercial
578(2)
Role of the Producer
580(5)
Controlling the Cost of Commercial Production
585(3)
Drop in Postproduction Fees
588(4)
Advantage Point
590(2)
The Radio Commercial
592(20)
The Nature of the Medium
594(1)
Flexibility, Marketability, and Promotionability
595(1)
Creating the Commercial
596(3)
Kleppner Viewpoint 20.1 Steven H. Lang
597(2)
Developing the Radio Script
599(2)
Writing the Commercial
601(3)
Timing of Commercials
604(1)
Musical Commercials
604(1)
Methods of Delivery
605(2)
Producing the Radio Commercial
607(5)
Trademarks and Packaging
612(34)
An Overview
614(1)
A Little History of Trademarks
615(1)
What Is a Trademark?
616(9)
House Marks
625(3)
Advantage Point A Few Words From USPTO's Web Site
627(1)
Service Marks, Certification Marks
628(1)
Company and Product Names
628(3)
Packaging
631(15)
Advantage Point Minute Maid's Packaging Redesigned for Image Change
638(8)
The Complete Campaign
646(24)
A Campaign Versus Ads
648(1)
Changing Campaigns
648(1)
Diversity Within the Campaign Target
649(1)
Situation Analysis
649(3)
Creative Objectives and Strategy
652(5)
Media Objectives
657(1)
Other Integrated Elements
658(1)
Getting the Campaign Approved
658(1)
Research---Posttests
659(11)
Case History The Birth of an Icon: The AFLAC Duck Campaign
664(2)
Case History Folks Restaurant Management Group
666(4)
PART SIX OTHER ENVIRONMENTS OF ADVERTISING
670(69)
International Advertising
672(32)
The Multinational Corporation
674(2)
The Internet and International Communication
676(3)
The Development of Global Marketing and Advertising
679(2)
Global Marketing and Advertising
681(4)
Political and Economic Movement Toward a World Economy
685(1)
A Multinational Advertising Agency
686(4)
The Multinational Advertising Plan
690(4)
Media Planning: A Global Perspective
694(2)
Advertising and Ethnic Diversity in the United States
696(8)
Economic, Social, and Legal Effects of Advertising
704(35)
Advertising Criticism: A Historical Perspective
705(1)
Advertising as an Economic and Social Institution
706(2)
The Social Role of Advertising
708(5)
Advertising and Social Causes---The Advertising Council
713(5)
Advertising's Legal and Regulatory Environment
718(1)
The Federal Trade Commission (FTC)
719(5)
The Federal Food, Drug, and Cosmetic Act
724(1)
Advertising and the First Amendment
725(4)
Advertising of Professional Services
729(1)
State and Local Laws Relating to Advertising
730(1)
Comparison Advertising
731(1)
The Advertising Clearance Process
731(2)
Self-Regulation by Industry-Wide Groups
733(2)
The NARC Self-Regulation Program
735(4)
Glossary739(8)
Endnotes747(10)
Index757

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