Kleppners Advertising Procedure 13e - RUSSELL, THOMAS J.

Kleppner's Advertising Procedure 13e


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

Kleppner's Advertising Procedure için şu an mevcudu olmayanlar

İlgili Ürünler

Bu Türde Çok Satanlar

Kredi Kartına Taksit İmkanı
  • 3 Taksit

  • 3 Taksit

  • 3 Taksit

  • 6 Taksit

©1996-2018 Pandora Yayın ve Kitap Hizmetleri A.Ş.

Mersis No: 0721-0430-4310-0015

Tasarım : Logo Site Tasarımı