Learn the what why and how of advertising

Advertising procedure

Business & Money

Kleppner, Otto

Marketing & Sales

PRENTICE/HALL

This book deals with planning, creation, use, and place of advertising in our society. Here is a broad view of advertising responsibilities. Advertising research is stressed on two crucial points: the sharp definition of the problem and the creative an interpretation of the findings. There is a chapter on computerized photo-composition. The book introduces the headline/visualization match, leading to the creative leap discussing the formation of copy and art teams for the development of total concepts. The practice of negotiation and buying time and space is discussed. The closing chapters show the increasing influence of government in advertising and the crescendo voice of the consumer. A selected campaign is presented at appropriate places throughout the book, as an example of how a precept just discussed is applied to a real-life marking situation.

This classic book introduces advertising as both an art and science while providing readers with a broad discussion of advertising issues and functions. Covering the entire field of advertising with special emphasis in IMC and new technologies, the book places advertising within a contemporary, integrated marketing framework to demonstrate how advertising must be coordinated with all other aspects of marketing communications. Chapter topics look at the background of today's advertising; roles of advertising; target marketing; the advertiser's marketing/advertising operation; basic media strategy; using television, radio, newspapers, and magazines; out-of-home advertising; direct-response and internet advertising; sales promotion; research in advertising; creating the copy; the total concept: words &amp; visuals; print production; the television commercial; the radio commercial; trademarks and packaging; the complete campaign; retail advertising; international advertising; legal and other restraints on advertising; and economics and social effects of advertising. For individuals interested in the fields of advertising, communications, journalism, and marketing.

Kleppner's Advertising Procedure (15th Edition)

Russell, Thomas

Lane, W. Ronald

Russell, J.Thomas

Discusses the background and role of advertising; planning, creating, and managing advertising; and using television and radio as well as print media and direct mail

Kleppner's Advertising Procedure (The Prentice Hall Series in Marketing)

this is a great and informative product that will be a great add on to your library and home.

Otto Kleppner's Advertising procedure (The Prentice-Hall series in marketing)

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Otto Kleppner's Advertising Procedure (The Prentice-Hall series in marketing)

See the best price to sell, buy, or rent books by Kleppner, Otto. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Kleppner, Otto

See the best price to sell, buy, or rent books by Kleppner, Otto. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Advertising procedure

Advertising procedure

Kleppner's Advertising Procedure (15th Edition)

Kleppner's Advertising Procedure (The Prentice Hall Series in Marketing)

Otto Kleppner's Advertising procedure (The Prentice-Hall series in marketing)

Otto Kleppner's Advertising procedure (The Prentice-Hall series in marketing)

Otto Kleppner's Advertising Procedure (The Prentice-Hall series in marketing)