Kleppner's Advertising Procedure - Hardcover

Ron, Lane; Karen, King

Hardcover

ISBN 10: 0136110827 ISBN 13: 9780136110828

Verlag: Pearson, 2010

Inhaltsangabe

Kleppner’s Advertising Procedure introduces readers to advertising by providing insight from professionals and recent examples that highlight the best advertisements and promotional techniques.   KEY TOPICS: Background of Today’s Advertising; Roles of Advertising; Brand Planning and the Advertising Spiral; Target Marketing; The Advertising Agency, Media Services, and Other Services; The Advertiser’s Marketing/Advertising Operation; Media Strategy; Using Television; Using Radio; Using Newspapers; Using Magazines; Out-of-Home Advertising; Digital and Direct-Response Advertising; Sales Promotion; Research in Advertising; Creating the Message; The Total Concept: Words and Visuals; Print Production; Video and the Commercial; The Radio Commercial; Trademarks and Packaging; The Complete Campaign; International Advertising; Economic, Social, and Legal Effects of Advertising   MARKET: For account and/or creative people in the field of marketing communication, branding, integrated communications, and new media advertising.

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Reseña del editor

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.

Reseña del editor

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.

Details zur Ausgabe

• Verlag: Pearson
• Erscheinungsdatum: 2010
• ISBN 10: 0136110827
• ISBN 13: 9780136110828
• Einband: Tapa dura
• Sprache: Englisch
• Anzahl der Seiten: 840
• Kontakt zum Hersteller: Nicht verfügbar