Kleppner's Advertising Procedure (9780136110828)

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.

Product details

• Format Hardback | 840 pages
• Dimensions 220 x 278 x 34mm | 1,966g
• Publication date 01 Apr 2010
• Publisher Pearson Education (US)
• Imprint Pearson
• Publication City/Country Upper Saddle River, NJ, United States
• Language English
• Edition Statement 18th edition
• ISBN10 0136110827
• ISBN13 9780136110828
• Bestsellers rank 1,723,154

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