Kleppner's advertising procedure
Author(s)
Bibliographic Information
Kleppner's advertising procedure
Pearson/Prentice Hall, c2008
17th ed
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Advertising procedure
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Note
Includes bibliographical references and index
Description and Table of Contents
Description
Primarily intended for undergraduate students majoring in advertising, marketing, and management
Kleppner's Advertising Procedure blends together all relevant contemporary information as it relates to the practice of advertising with accuracy and foresight.
Table of Contents
Chapter 1: Background of Today's Advertising
Chapter 2: Roles of Advertising
Chapter 3: The Advertising Spiral and Brand Planning
Chapter 4: Target Marketing
Chapter 5: The Advertising Agency, Media Services, and Other Services
Chapter 6: The Advertiser's Marketing/Advertising Operation
Chapter 7: Media Strategy
Chapter 8: Using Television
Chapter 9: Using Radio
Chapter 10: Using Newspapers
Chapter 11: Using Magazines
Chapter 12: Out-of-Home Advertising
Chapter 13: Internet and Direct Response Advertising
Chapter 14: Sales Promotion
Chapter 15: Research in Advertising
Chapter 16: Creating the Message
Chapter 17: The Total Concept: Words and Visuals
Chapter 18: Print Production
Chapter 19: The Television Commercial
Chapter 20: The Radio Commercial
Chapter 21: Trademarks and Packaging
Chapter 22: The Complete Campaign
Chapter 23: International Advertising
Chapter 24: Economic, Social, and Legal Effects of Advertising
by "Nielsen BookData"