Kleppner's advertising procedure
著者
書誌事項
Kleppner's advertising procedure
（The Prentice-Hall series in marketing）
Prentice Hall, c1996
13th ed
- : pbk.
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注記
Includes bibliographical references and index
内容説明・目次
- 巻冊次
-
: pbk. ISBN 9780132284875
内容説明
Completely revised, this introduction to advertising as both an art and science provides a broad overview of advertising issues and functions. It places the advertising function within a contemporary, integrated marketing framework - showing how the advertising function must be co-ordinated with all other aspects of communications within the matrix of the total business function. Students explore not only the history, purpose, and the role of advertising in our multi-faceted economy, but learn the specific techniques for planning media use, following the creative process, and planning campaigns. There is also an instructor's manual with a video guide available (ISBN: 0-13-206814-1).
目次
- Part 1 The place of advertising: Background of today's advertising
- roles of advertising. Part 2 Planning the advertising: The advertising spiral and brand planning
- target marketing. Part 3 Managing the advertising: The advertising agency, media services and other services
- the advertiser's marketing/advertising operation. Part 4 Media: Basic media strategy
- using television
- using radio
- using newspapers
- using magazines
- out of home advertising
- direct response and direct mail advertising
- sales promotion. Part 5 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. Part 6 Other environments of advertising: retail advertising
- international advertising
- legal and other restraints on advertising
- economic and social effects of advertising.
- 巻冊次
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ISBN 9780133488302
内容説明
This introduction to advertising as both an art and science provides a broad overview of advertising issues and functions. It places the advertising function within a contemporary, integrated marketing framework, showing it must be co-ordinated with all other aspects of communication.
目次
- The place of advertising
- planning the advertising
- managing the advertising
- creating the advertising
- other environments of advertising.
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