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 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