Kleppner's Advertising ProcedureFor introductory-level courses in Advertising offered by communications, journalism, and marketing departments. This classic text introduces advertising as both an art and science while providing a broad overview of advertising issues and functions. Covering the entire field of advertising with special emphasis in IMC and new technologies, it places advertising within a contemporary, integrated marketing framework to demonstrate how advertising must be coordinated with all other aspects of marketing communications. Procedural approach, very applied, technical. |
Contents
The Place of Advertising | 4 |
Planning the Advertising | 52 |
Managing the Advertising | 110 |
Copyright | |
54 other sections not shown
Common terms and phrases
adver Advertising Age advertising agency African Americans American areas basic brand equity brand manager budget buyers cable campaign chapter circulation clients color commercial companies competitive consumers copy cost coupon Courtesy create creative customers demographic develop direct mail direct marketing direct response dollars effective Egg Beaters example executives exhibit global goals Hispanic households important increase industry infomercial integrated marketing communication lifestyle magazines major manufacturers marketing communication media plan media planner medium million national advertisers newspapers offer package percent person primary problems Procter & Gamble product category public relations purchase radio reach readers retail role Russell/Lane sales promotion SEA DOO segments selling shows specific spot stage stations strategy sumers target audience target market techniques Teflon telemarketing television tion Today trade trademark vertising