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.
Part I: The Place of AdvertisingChapter 1. Background of Today's AdvertisingChapter 2. Roles of AdvertisingPart II: Planning the AdvertisingChapter 3. Brand Planning and the Advertising SpiralChapter 4. Target MarketingPart III: Target MarketingChapter 5. The Advertising Agency, Media Services, and Other ServicesChapter 6. The Advertiser's Marketing/Advertising OperationPart IV: MediaChapter 7. Media StrategyChapter 8. Using TelevisionChapter 9. Using RadioChapter 10. Using NewspapersChapter 11. Using MagazinesChapter 12. Out-of-Home AdvertisingChapter 13. Digital and Direct-Response AdvertisingChapter 14. Sales PromotionPart V: Creating the AdvertisingChapter 15. Research in AdvertisingChapter 16. Creating the MessageChapter 17. The Total Concept: Words and VisualsChapter 18. Print ProductionChapter 19. Video and the CommercialChapter 20. The Radio CommercialChapter 21. Trademarks and PackagingChapter 22. The Complete CampaignPart VI: Other Environments of Advertising Chapter 23. International AdvertisingChapter 24. Economic, Social, and Legal Effects of Advertising