Kleppner's Advertising Procedure, 16/e
暫譯: 克萊普納的廣告程序，第16版

Description

This revision of the classic Kleppner text provides a sophisticated overview of the marketing communication field, branding, integrated communications, and new media advertising. Covering the entire field of advertising with special emphasis on 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. Though the book isn't just aimed at people going into the largest corporations or agencies, it is packed with enough clear examples to give a real feel of the industry and an understanding of the changes taking place in the ad business and marketplace.

 

Table of Contents

CONTENTS:
I. THE PLACE OF ADVERTISING.
1. Background of Today's Advertising.
2. Roles of Advertising.
II. PLANNING THE ADVERTISING.
3. The Advertising Spiral and Brand Planning.
4. Target Marketing.
III. MANAGING THE ADVERTISING.
5. The Advertising Agency, Media Services, and Other Services.
6. The Advertiser's Marketing/Advertising Operation.
IV. MEDIA.
7. Basic Media Strategy.
8. Using Television.
9. Using Radio.
10. Using Newspapers.
11. Using Magazines.
12. Out-of-Home Advertising.
13. Direct-Response and Internet Advertising.
14. Sales Promotion.
V. CREATING THE ADVERTISING.
15. Research in Advertising.
16. Creating the Copy.
17. The Total Concept: Words and Visuals.
18. Print Production.
19. The Television Commercial.
20. The Radio Commercial.
21. Trademarks and Packaging.
22. The Complete Campaign.
VI. OTHER ENVIRONMENTS OF ADVERTISING.
23. International Advertising.
24. Legal, Economic and Social Effects of Advertising.