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. |
Contents
THE PLACE OF ADVERTISING | 2 |
America Enters the Twentieth Century | 12 |
Roles of Advertising | 23 |
Copyright | |
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adver Advertising Age advertising agency African Americans American areas audience basic Biscuitville brand equity brand managers broadcast budget buyers cable campaign Chapter circulation clients Coca-Cola color commercial companies competitive consumers copy cost Courtesy create creative customers demographic develop direct marketing direct response example executives Exhibit global Hispanic households important increase industry integrated marketing communications Internet lifestyle magazines major manufacturers marketing communication Mary Black media planners media planning medium Merrell & Partners million national advertisers newspapers offer on-line outdoor package percent primary prime prospects problems Procter & Gamble product category profit programs purchase radio reach readers retailers sales promotion segments selling share shows Socoh specific spot stage stations strategy sumers syndicated target television tion Today trade trademark traditional viewers