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Kleppner's Advertising Procedure J. Thomas Russell

Kleppner's Advertising Procedure von J. Thomas Russell

Kleppner's Advertising Procedure J. Thomas Russell

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Zusammenfassung

Suitable for introductory-level courses in Advertising offered by communications, journalism, and marketing departments, this book introduces advertising as both an art and science while providing an overview of advertising issues and functions. It demonstrates how advertising must be coordinated with other aspects of marketing communications.

Kleppner's Advertising Procedure Zusammenfassung

Kleppner's Advertising Procedure J. Thomas Russell

For 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.

Inhaltsverzeichnis

I. THE PLACE OF ADVERTISING.

1. Background of Today's Advertising.
2. Roles of Advertising.

II. PLANNING AND 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 Direct-Mail 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. Retail Advertising.
24. International Advertising.
25. Legal and Other Restraints on Advertising.
26. Economic and Social Effects of Advertising.

Zusätzliche Informationen

GOR012422227
9780139085758
0139085750
Kleppner's Advertising Procedure J. Thomas Russell
J. Thomas Russell
Gebraucht - Gut
Gebundene Ausgabe
Pearson Education (US)
19980807
736
N/A
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