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)

Business & Money

Russell, Thomas

Lane, W. Ronald

Kleppner, Otto

Russell, J.Thomas

Marketing & Sales

PRENTICE/HALL

Synopsis: 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 & 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) Tabbed Review Copy

Read all about the world of our four-legged friends with the Pebble Dogs set. From Dachshunds to Dalmatians, young readers will learn about the unique traits and basic care of different kinds of dogs. Fun photographs and interesting facts bring these favo

Advertising: A Framework

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 communications. The book covers four basic concept of advertising: the place of advertising, planning the advertising, managing the advertising, and media. Account people and creative people in the field of marketing communication, branding, integrated communications, and new media advertising.

Kleppner's Advertising Procedure

King, Karen

Lane, Ronald

Pearson College Div

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, branding, integrated communications, and new media advertising.

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 (Prentice Hall Series in Marketing)

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)

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

Books by Lane, W. Ronald

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

Kleppner's Advertising Procedure (15th Edition)

Kleppner's Advertising Procedure (15th Edition) Tabbed Review Copy

Advertising: A Framework

Kleppner's Advertising Procedure

Kleppner's Advertising Procedure

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

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