Kleppner’s Advertising Procedure

Description

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

 

An all-inclusive introduction to the exciting and dynamic world of advertising.

 

Kleppner’s Advertising Procedure introduces readers to advertising by providing insight from professionals and recent examples that highlight the best advertisements and promotional techniques. This text also provides readers 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.
• An unusual production concept for The Richmond Catholic Diocese.

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:

• 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.
• An unusual production concept for The Richmond Catholic Diocese.

 

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.