Kleppners Advertising Procedure 13e - RUSSELL, THOMAS J.

Kleppner's Advertising Procedure 13e

THOMAS J. RUSSELL

Yayınevi: Pearson Education

Yayın tarihi: 08/1995

ISBN: 9780132284875

İngilizce | 700 Sayfa | Büyük boy  | 

Tür: İşletme-Pazarlama

Completely revised, this introduction to advertising as both an art and science provides a broad overview of advertising issues and functions. It places the advertising function within a contemporary, integrated marketing framework - showing how the advertising function must be co-ordinated with all other aspects of communications within the matrix of the total business function. Students explore not only the history, purpose, and the role of advertising in our multi-faceted economy, but learn the specific techniques for planning media use, following the creative process, and planning campaigns. There is also an instructor's manual with a video guide available (ISBN: 0-13-206814-1).

Table of Contents
Part 1 The place of advertising: Background of today's advertising
Roles of advertising
Part 2 Planning the advertising: The advertising spiral and brand planning
Target marketing
Part 3 Managing the advertising: The advertising agency, media services and other services
The advertiser's marketing/advertising operation
Part 4 Media: Basic media strategy
Using television
Using radio
Using newspapers
Using magazines
Out of home advertising
Direct response and direct mail advertising
Sales promotion
Part 5 Creating the advertising: Research in advertising
Creating the copy
The total concept - words and visuals
Print production
The television commercial
The radio commercial
Trademarks and packaging
The complete campaign
Part 6 Other environments of advertising: retail advertising
International advertising
Legal and other restraints on advertising
Economic and social effects of advertising

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