Kleppner's advertising procedure
著者
書誌事項
Kleppner's advertising procedure
Prentice-Hall, c1993
12th ed.
- Prentice-Hall international editions
- タイトル別名
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Advertising procedure
The Prentice-Hall series in marketing
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注記
Rev. ed. of: Kleppner's advertising procedure / Thomas Russell, W. Ronald Lane. 11th ed. 1989
Includes bibliographical references
内容説明・目次
- 巻冊次
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ISBN 9780135175668
内容説明
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.
- 巻冊次
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Prentice-Hall international editions ISBN 9780135186718
内容説明
For those on introductory courses in advertising and promotion in departments of advertising, marketing, business and journalism, this book chronicles the scope, financial investment and importance of advertising as a marketing tool. Balancing both theoretical and practical approaches to advertising, the text distinguishes the marketing foundations of advertising, guides students through the specific techniques used in media, creative and campaign planning, and offers a broad overview of the history, purpose and role of advertising. The text reflects trends in television and print and production, and discusses how advertising has broadened its base with the presently changing role of increased significance of sales promotion and public relations. Case studies highlight the changes taking place in the industry, including some new international cases which show the differences between the campaigns in five different countries. Topics in sales promotion, target marketing and TV are provided for discussion, and current exhibits, advertisements, cases and examples illustrate key concepts.
Over 100 new ads are featured from products such as Kodak, American Express, Del Monte and Maybelline. Discussion of the EC is expanded in this edition.
目次
THE PLACE OF ADVERTISING Background of Today's Advertising. Roles of Advertising. PLANNING THE ADVERTISING The Advertising Spiral and Brand Planning. Target Marketing. MANAGING THE ADVERTISING The Advertising Agency, Media Services, and other Services. The Advertiser's Marketing/Advertising Operation. MEDIA Basic media Strategy. Using Television. Using Radio. Using Newspaper. Using Magazines. Out-of-home-Advertising. Direct-Response and Direct-Mail Advertising. Sales Promotion. CREATING THE ADVERTISING Research in Advertising. Creating the Copy. The Total Concept: Words and Visuals. Print Production. The Television Commercial. The Radio Commercial. Trademarks and Packaging. The Complete Campaign. OTHER ENVIRONMENTS OF ADVERTISING Retail Advertising. International Advertising. Legal and Other Restraints on Advertising. Economic and Social Effects of Advertising.
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