Kleppner's Advertising Procedure

W. Ronald Lane, Karen Whitehill King, J.Thomas Russell

770 pages, parution le 20/09/2004 (16^eme édition)

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Résumé

For introductory-level courses in Advertising offered by communications, journalism, and marketing departments.

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.

L'auteur - W. Ronald Lane

W. Ronald Lane, University of Georgia

L'auteur - Karen Whitehill King

Karen Whitehill King, University of Georgia

L'auteur - J.Thomas Russell

J. Thomas Russell, Piedmont College

Sommaire

The Place of Advertising
- Background of Today's Advertising
- Roles of Advertising
Planning the Advertising
- The Advertising Spiral and Brand Planning
- Target Marketing
Managing the Advertising
- The Advertising Agency, Media Services, and Other Services
- The Advertiser's Marketing/Advertising Operation
Media
- Basic Media Strategy
- Using Television
- Using Radio
- Using Newspapers
- Using Magazines
- Out-of-Home Advertising
- Direct-Response and Internet Advertising
- Sales Promotion
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
Other Environments of Advertising
- International Advertising
- Legal, Economic and Social Effects of Advertising

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	W. Ronald Lane, Karen Whitehill King, J.Thomas Russell
Parution	20/09/2004
Édition	16^eme édition
Nb. de pages	770
Format	21,5 x 27,5
Couverture	Broché
Poids	1545g
Intérieur	Quadri
EAN13	9780131273924
ISBN13	978-0-13-127392-4