Kleppner's Advertising Procedure: International Edition
Autor W. Ronald Lane, Karen Whitehill King, J. Thomas Russellen Limba Engleză Paperback – 31 mai 2004
This revision of the classic Kleppner text provides a sophisticated overview of the marketing communication field, branding, integrated communications, and new media advertising. 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. Though the book isn't just aimed at people going into the largest corporations or agencies, it is packed with enough clear examples to give a real feel of the industry and an understanding of the changes taking place in the ad business and marketplace.
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Specificații
ISBN-13: 9780131273924
ISBN-10: 0131273922
Pagini: 784
Dimensiuni: 221 x 273 x 29 mm
Greutate: 1.56 kg
Ediția:16Nouă
Editura: Pearson Education
Colecția Pearson Education
Locul publicării:Upper Saddle River, United States
ISBN-10: 0131273922
Pagini: 784
Dimensiuni: 221 x 273 x 29 mm
Greutate: 1.56 kg
Ediția:16Nouă
Editura: Pearson Education
Colecția Pearson Education
Locul publicării:Upper Saddle River, United States
Cuprins
I. THE PLACE OF ADVERTISING.
1. Background of Today's Advertising.
2. Roles of Advertising.
II. PLANNING THE ADVERTISING.
3. The Advertising Spiral and Brand Planning.
4. Target Marketing.
III. MANAGING THE ADVERTISING.
5. The Advertising Agency, Media Services, and Other Services.
6. The Advertiser's Marketing/Advertising Operation.
IV. MEDIA.
7. Basic Media Strategy.
8. Using Television.
9. Using Radio.
10. Using Newspapers.
11. Using Magazines.
12. Out-of-Home Advertising.
13. Direct-Response and Internet Advertising.
14. Sales Promotion.
V. CREATING THE ADVERTISING.
15. Research in Advertising.
16. Creating the Copy.
17. The Total Concept: Words and Visuals.
18. Print Production.
19. The Television Commercial.
20. The Radio Commercial.
21. Trademarks and Packaging.
22. The Complete Campaign.
VI. OTHER ENVIRONMENTS OF ADVERTISING.
23. International Advertising.
24. Legal, Economic and Social Effects of Advertising.
1. Background of Today's Advertising.
2. Roles of Advertising.
II. PLANNING THE ADVERTISING.
3. The Advertising Spiral and Brand Planning.
4. Target Marketing.
III. MANAGING THE ADVERTISING.
5. The Advertising Agency, Media Services, and Other Services.
6. The Advertiser's Marketing/Advertising Operation.
IV. MEDIA.
7. Basic Media Strategy.
8. Using Television.
9. Using Radio.
10. Using Newspapers.
11. Using Magazines.
12. Out-of-Home Advertising.
13. Direct-Response and Internet Advertising.
14. Sales Promotion.
V. CREATING THE ADVERTISING.
15. Research in Advertising.
16. Creating the Copy.
17. The Total Concept: Words and Visuals.
18. Print Production.
19. The Television Commercial.
20. The Radio Commercial.
21. Trademarks and Packaging.
22. The Complete Campaign.
VI. OTHER ENVIRONMENTS OF ADVERTISING.
23. International Advertising.
24. Legal, Economic and Social Effects of Advertising.
Notă biografică
OTTO KLEPPNER (1899-1982). A graduate of New York University, Otto Kleppner started out in advertising as a copywriter. After several such jobs, he became advertising manager at Prentice Hall, where he began to think that he, too, "could write a book." Some years later, he also thought that he could run his own advertising agency, and both ideas materialized eminently. His highly successful agency handled advertising for leading accounts (Dewar's Scotch Whisky, I. W Harper Bourbon and other Schenley brands, Saab Cars, Doubleday Book Clubs, and others). His book became a bible for advertising students, and his writings have been published in eight languages.
Active in the American Association of Advertising Agencies, Mr. Kleppner served as a director, a member of the Control Committee, chairman of the Committee of Government, Public and Educator Relations, and a governor of the New York Council. He was awarded the Nichols Cup (now the Crain Cup) for distinguished service to the teaching of advertising.
W. RONALD LANE. Ron has worked in most aspects of advertising. He began in advertising and promotion for a drug manufacturer. Ron has worked in creative and account services for clients including Coca-Cola, National Broiler Council, Minute-Maid, and Callaway Gardens Country Store.
He is a professor of advertising at the University of Georgia and has served as advertising manager of the Journal of Advertising. He was coordinator of the Institute of Advanced Advertising Studies sponsored by the American Association of Advertising Agencies for six years. He is also a partner in SLRS Communications, an advertising-marketing agency.
Currently, Ron is a member of the American Advertising Federation's (AAF) Academic Division, Executive Committee. He has been the AAF Academic Division Chair and served as a member of the AAF Board of Directors, Council of Governors, and Executive Committee. He has been an ADDY Awards judge numerous times and has been a member of the Advertising Age Creative Workshop faculty. He is a member of the Atlanta Advertising Club, American Academy of Advertising, American Marketing Association, and the ACEJMC Accrediting Council.
KAREN WHITEHILL KING. Karen King is a professor of advertising and the Head of the Department of Advertising and Public Relations in the Grady College of Journalism and Mass Communication at the University of Georgia. She received her Ph.D. in communications from the University of Illinois. While on the faculty at UGA, she has been a visiting communication researcher at the Centers for Disease Control and Prevention in Atlanta, working on their AIDS public service campaign, and a visiting professor at Lintas in New York.
Karen's research interests include advertising industry issues and health communication. She has published her research in leading academic journals including: Journal of Advertising, Journal of Advertising Research, Journal of Public Policy and Marketing, Journal of Current Issues and Research in Advertising, Journalism and Mass Communication Quarterly, Journal of Newspaper Research, Journal of Health Care Marketing and Journalism, and Mass Communication Educator. She was the editor of the 1994 Proceedings of the American Academy of Advertising Conference and she co-authored a textbook supplement, Media Buying Simulation.
Prior to joining the Grady College, Karen was a research supervisor and a media planner/buyer at FCB Chicago. Her clients included Kraft, Coors, Sears, Sunbeam, and International Harvester. In 1999, Karen was named the Donald G. Hileman Educator of the Year by the American Advertising Federation's Seventh District for her work with the UGA Ad Club and its AAF campaign competition team.
J. THOMAS RUSSELL. Thomas Russell is Phil Landrum Professor of Communications. He also is Dean Emeritus of the College of Journalism and Mass Communication at the University of Georgia. Tom received his Ph.D. in communications from the University of Illinois and has taught and conducted research in a number of areas of advertising and marketing. He was formerly editor of the Journal of Advertising.
In addition to his academic endeavor, Tom has worked as a retail copywriter as well as been a principal in his own advertising agency. He is a member of a number of academic, professional, and civic organizations. He also has served as a judge and faculty member for the Institute of Advanced Advertising Studies sponsored by the American Association of Advertising Agencies.
Active in the American Association of Advertising Agencies, Mr. Kleppner served as a director, a member of the Control Committee, chairman of the Committee of Government, Public and Educator Relations, and a governor of the New York Council. He was awarded the Nichols Cup (now the Crain Cup) for distinguished service to the teaching of advertising.
W. RONALD LANE. Ron has worked in most aspects of advertising. He began in advertising and promotion for a drug manufacturer. Ron has worked in creative and account services for clients including Coca-Cola, National Broiler Council, Minute-Maid, and Callaway Gardens Country Store.
He is a professor of advertising at the University of Georgia and has served as advertising manager of the Journal of Advertising. He was coordinator of the Institute of Advanced Advertising Studies sponsored by the American Association of Advertising Agencies for six years. He is also a partner in SLRS Communications, an advertising-marketing agency.
Currently, Ron is a member of the American Advertising Federation's (AAF) Academic Division, Executive Committee. He has been the AAF Academic Division Chair and served as a member of the AAF Board of Directors, Council of Governors, and Executive Committee. He has been an ADDY Awards judge numerous times and has been a member of the Advertising Age Creative Workshop faculty. He is a member of the Atlanta Advertising Club, American Academy of Advertising, American Marketing Association, and the ACEJMC Accrediting Council.
KAREN WHITEHILL KING. Karen King is a professor of advertising and the Head of the Department of Advertising and Public Relations in the Grady College of Journalism and Mass Communication at the University of Georgia. She received her Ph.D. in communications from the University of Illinois. While on the faculty at UGA, she has been a visiting communication researcher at the Centers for Disease Control and Prevention in Atlanta, working on their AIDS public service campaign, and a visiting professor at Lintas in New York.
Karen's research interests include advertising industry issues and health communication. She has published her research in leading academic journals including: Journal of Advertising, Journal of Advertising Research, Journal of Public Policy and Marketing, Journal of Current Issues and Research in Advertising, Journalism and Mass Communication Quarterly, Journal of Newspaper Research, Journal of Health Care Marketing and Journalism, and Mass Communication Educator. She was the editor of the 1994 Proceedings of the American Academy of Advertising Conference and she co-authored a textbook supplement, Media Buying Simulation.
Prior to joining the Grady College, Karen was a research supervisor and a media planner/buyer at FCB Chicago. Her clients included Kraft, Coors, Sears, Sunbeam, and International Harvester. In 1999, Karen was named the Donald G. Hileman Educator of the Year by the American Advertising Federation's Seventh District for her work with the UGA Ad Club and its AAF campaign competition team.
J. THOMAS RUSSELL. Thomas Russell is Phil Landrum Professor of Communications. He also is Dean Emeritus of the College of Journalism and Mass Communication at the University of Georgia. Tom received his Ph.D. in communications from the University of Illinois and has taught and conducted research in a number of areas of advertising and marketing. He was formerly editor of the Journal of Advertising.
In addition to his academic endeavor, Tom has worked as a retail copywriter as well as been a principal in his own advertising agency. He is a member of a number of academic, professional, and civic organizations. He also has served as a judge and faculty member for the Institute of Advanced Advertising Studies sponsored by the American Association of Advertising Agencies.
Caracteristici
- Real ads as examples—A dramatic range—from large budget clients/products such as Gatorade's Michael Jordan, Intel, or AFLAC, to smaller budgets, such as Folks restaurants, Callaway Gardens resort.
- Shows good advertising at every budget level, proving great ideas don't only come from big budget advertisers.
- Shows good advertising at every budget level, proving great ideas don't only come from big budget advertisers.
- Sections on new technology—The discussions center directly on changes that new technology has brought to advertising, marketing, and media with specific examples.
- Students get a broad picture of how technology affects what advertisers do, and how the Internet has changed the basic approach to direct marketing
- Students get a broad picture of how technology affects what advertisers do, and how the Internet has changed the basic approach to direct marketing
- Discussion of research and strategic planning.
- Reinforces the idea that advertising must be executed based on valid and reliable data as well as interpretation by experienced advertising professionals.
- Reinforces the idea that advertising must be executed based on valid and reliable data as well as interpretation by experienced advertising professionals.
- Many ads woven throughout the book—Includes examples of Guerilla tactics as well as traditional advertising.
- Gives the student a chance to see a campaign build from ad to ad.
- Gives the student a chance to see a campaign build from ad to ad.
- Updated examples, charts, and text.
- Reflects the significant changes in media and advertising during recent years.
- Reflects the significant changes in media and advertising during recent years.
- Media chapters—Cover television, newspapers, magazines and radio, as well as new media such as street furniture, event and entertainment marketing and the Internet.
- Provides a detailed look at traditional and nontraditional media.
- Provides a detailed look at traditional and nontraditional media.
- Chapter 24—Combines legal, ethical and cultural aspects of advertising.
- Exposes students to an integrated discussion that encompasses not only the legislative and regulatory requirements demanded of advertisers, but, more importantly, the social responsibilities that advertisers must meet as good corporate citizens.
- Exposes students to an integrated discussion that encompasses not only the legislative and regulatory requirements demanded of advertisers, but, more importantly, the social responsibilities that advertisers must meet as good corporate citizens.
- NEW - Karen King joins as co-author—Bringing years of media planning and research expertise to this classic text.
- NEW - Kleppner ViewPoints—17 agency, advertising, and media professionals give their viewpoints on topics ranging from introducing new "touchpoints" from the entertainment field, to a personal perspective on house-agencies, to giving lighthearted advice for account people and creative people.
- NEW - Prentice Hall has partnered with AdAge—Now students can access adcritic.com at a deeply discounted price and view today's leading commericals and commentary from advertising experts. Ask how an access code can be shrink-wrapped with this text.
Caracteristici noi
- Karen W. King joins as co-author — An expert in media planning and research.
- Kleppner ViewPoints—17 agency, advertising, and media professionals give their viewpoints on topics ranging from introducing new "touchpoints" from the entertainment field, to a personal perspective on house-agencies, to giving lighthearted advice for account people and creative people.
- Prentice Hall has partnered with AdAge's AdCritic.com— A Prentice Hall exclusive. Now students can view today's leading commericals, advertising news, commentary from advertising experts, and more. To order this text shrink-wrapped with a PH AdCritic.com access code, request valuepack ISBN: 0131628127 when placing your textbook order. (Adds $10.)