Kleppner's Advertising Procedure
Autor W. Ronald Lane, Karen Whitehill King, Tom Reicherten Limba Engleză Hardback – 31 mar 2010
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Specificații
ISBN-13: 9780136110828
ISBN-10: 0136110827
Pagini: 817
Dimensiuni: 221 x 277 x 36 mm
Greutate: 1.95 kg
Ediția:18Nouă
Editura: Prentice Hall
Locul publicării:Upper Saddle River, United States
ISBN-10: 0136110827
Pagini: 817
Dimensiuni: 221 x 277 x 36 mm
Greutate: 1.95 kg
Ediția:18Nouă
Editura: Prentice Hall
Locul publicării:Upper Saddle River, United States
Descriere
For undergraduate Advertising courses.
An all-inclusive introduction to the exciting and dynamic world of advertising.
Kleppner’s Advertising Procedure introduces students to advertising by providing insight from professionals and recent examples that highlight the best advertisements and promotional techniques. This text also provides students with a clear, comprehensive look at the roles practitioners play from three key perspectives: a firm’s marketing/advertising department, an ad agency professional, and media executives.
The eighteenth edition reflects how new media has changed advertising.
An all-inclusive introduction to the exciting and dynamic world of advertising.
Kleppner’s Advertising Procedure introduces students to advertising by providing insight from professionals and recent examples that highlight the best advertisements and promotional techniques. This text also provides students with a clear, comprehensive look at the roles practitioners play from three key perspectives: a firm’s marketing/advertising department, an ad agency professional, and media executives.
The eighteenth edition reflects how new media has changed advertising.
Cuprins
Part I: The Place of Advertising
Chapter 1. Background of Today’s Advertising
Chapter 2. Roles of Advertising
Part II: Planning the Advertising
Chapter 3. Brand Planning and the Advertising Spiral
Chapter 4. Target Marketing
Part III: Target Marketing
Chapter 5. The Advertising Agency, Media Services, and Other Services
Chapter 6. The Advertiser’s Marketing/Advertising Operation
Part IV: Media
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. Digital and Direct-Response Advertising
Chapter 14. Sales Promotion
Part V: Creating the Advertising
Chapter 15. Research in Advertising
Chapter 16. Creating the Message
Chapter 17. The Total Concept: Words and Visuals
Chapter 18. Print Production
Chapter 19. Video and the Commercial
Chapter 20. The Radio Commercial
Chapter 21. Trademarks and Packaging
Chapter 22. The Complete Campaign
Part VI: Other Environments of Advertising
Chapter 23. International Advertising
Chapter 24. Economic, Social, and Legal Effects of Advertising
Chapter 1. Background of Today’s Advertising
Chapter 2. Roles of Advertising
Part II: Planning the Advertising
Chapter 3. Brand Planning and the Advertising Spiral
Chapter 4. Target Marketing
Part III: Target Marketing
Chapter 5. The Advertising Agency, Media Services, and Other Services
Chapter 6. The Advertiser’s Marketing/Advertising Operation
Part IV: Media
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. Digital and Direct-Response Advertising
Chapter 14. Sales Promotion
Part V: Creating the Advertising
Chapter 15. Research in Advertising
Chapter 16. Creating the Message
Chapter 17. The Total Concept: Words and Visuals
Chapter 18. Print Production
Chapter 19. Video and the Commercial
Chapter 20. The Radio Commercial
Chapter 21. Trademarks and Packaging
Chapter 22. The Complete Campaign
Part VI: Other Environments of Advertising
Chapter 23. International Advertising
Chapter 24. Economic, Social, and Legal Effects of Advertising
Caracteristici
For undergraduate Advertising courses.
An all-inclusive introduction to the exciting and dynamic world of advertising.
Kleppner’s Advertising Procedure introduces students to advertising by providing insight from professionals and recent examples that highlight the best advertisements and promotional techniques. This text also provides students with a clear, comprehensive look at the roles practitioners play from three key perspectives: a firm’s marketing/advertising department, an ad agency professional, and media executives.
The eighteenth edition reflects how new media has changed advertising.
NEW! Gain additional expertise: New Author. This edition welcomes the perspective of new author, Dr. Tom Reichert, a University of Georgia professor who has written extensively about advertising history, content, and effects. Bringing his professional experience in media sales to this edition, Dr. Reichert’s contributions are most evident in Chapters 1, 2, 4, 13, 23, and 24.
NEW! Stay on the cutting-edge of new media: Updated Coverage on Digital Advertising. The expanded discussion and examples of digital advertising in this edition include:
NEW! Hear from industry professionals: New and Revised Viewpoints. Over a dozen new Viewpoints from advertising professionals with expertise in digital advertising, media/communication planning, international advertising, research, account planning, traffic, creative, and more appear throughout the book.
NEW! See how professionals apply theory: New and Revised Examples of the Best of Advertising. Over one hundred advertising exhibits throughout the book are new to this edition, richly illustrating the best of today’s commercial messages, including Websites, banner ads, traditional format magazine ads, and TV commercials.
NEW! Apply the concepts: Cases. Some of the new cases found in this text include:
An all-inclusive introduction to the exciting and dynamic world of advertising.
Kleppner’s Advertising Procedure introduces students to advertising by providing insight from professionals and recent examples that highlight the best advertisements and promotional techniques. This text also provides students with a clear, comprehensive look at the roles practitioners play from three key perspectives: a firm’s marketing/advertising department, an ad agency professional, and media executives.
The eighteenth edition reflects how new media has changed advertising.
NEW! Gain additional expertise: New Author. This edition welcomes the perspective of new author, Dr. Tom Reichert, a University of Georgia professor who has written extensively about advertising history, content, and effects. Bringing his professional experience in media sales to this edition, Dr. Reichert’s contributions are most evident in Chapters 1, 2, 4, 13, 23, and 24.
NEW! Stay on the cutting-edge of new media: Updated Coverage on Digital Advertising. The expanded discussion and examples of digital advertising in this edition include:
- An updated look at digital media in Chapter 13: Digital and Direct-Response Advertising.
- The discussion of digital media and advertising has been integrated throughout the book, offering many examples of digital creative.
- Chapter 19, now titled “Video and the Television Commercial,” contains new material on online videos.
NEW! Hear from industry professionals: New and Revised Viewpoints. Over a dozen new Viewpoints from advertising professionals with expertise in digital advertising, media/communication planning, international advertising, research, account planning, traffic, creative, and more appear throughout the book.
NEW! See how professionals apply theory: New and Revised Examples of the Best of Advertising. Over one hundred advertising exhibits throughout the book are new to this edition, richly illustrating the best of today’s commercial messages, including Websites, banner ads, traditional format magazine ads, and TV commercials.
NEW! Apply the concepts: Cases. Some of the new cases found in this text include:
- International media/communication for P&G’s Fairy brand.
- The role of research in the development of an advertising campaign for Virginia Tech University.
- The development of ad concepts for the Peabody Awards.
- Anunusual production concept for The Richmond Catholic Diocese.
Caracteristici noi
NEW! Gain additional expertise: New Author. This edition welcomes the perspective of new author, Dr. Tom Reichert, a University of Georgia professor who has written extensively about advertising history, content, and effects. Bringing his professional experience in media sales to this edition, Dr. Reichert’s contributions are most evident in Chapters 1, 2, 4, 13, 23, and 24.
NEW! Stay on the cutting-edge of new media: Updated Coverage on Digital Advertising. The expanded discussion and examples of digital advertising in this edition include:
NEW! Hear from industry professionals: New and Revised Viewpoints. Over a dozen new Viewpoints from advertising professionals with expertise in digital advertising, media/communication planning, international advertising, research, account planning, traffic, creative, and more appear throughout the book.
NEW! See how professionals apply theory: New and Revised Examples of the Best of Advertising. Over one hundred advertising exhibits throughout the book are new to this edition, richly illustrating the best of today’s commercial messages, including Websites, banner ads, traditional format magazine ads, and TV commercials.
NEW! Apply the concepts: Cases. Some of the new cases found in this text include:
NEW! Stay on the cutting-edge of new media: Updated Coverage on Digital Advertising. The expanded discussion and examples of digital advertising in this edition include:
- An updated look at digital media in Chapter 13: Digital and Direct-Response Advertising.
- The discussion of digital media and advertising has been integrated throughout the book, offering many examples of digital creative.
- Chapter 19, now titled “Video and the Television Commercial,” contains new material on online videos.
NEW! Hear from industry professionals: New and Revised Viewpoints. Over a dozen new Viewpoints from advertising professionals with expertise in digital advertising, media/communication planning, international advertising, research, account planning, traffic, creative, and more appear throughout the book.
NEW! See how professionals apply theory: New and Revised Examples of the Best of Advertising. Over one hundred advertising exhibits throughout the book are new to this edition, richly illustrating the best of today’s commercial messages, including Websites, banner ads, traditional format magazine ads, and TV commercials.
NEW! Apply the concepts: Cases. Some of the new cases found in this text include:
- International media/communication for P&G’s Fairy brand.
- The role of research in the development of an advertising campaign for Virginia Tech University.
- The development of ad concepts for the Peabody Awards.
- Anunusual production concept for The Richmond Catholic Diocese.