ISBN 9788131719558,Kleppner's Advertising Procedure

Kleppner's Advertising Procedure

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ISBN 9788131719558
Publisher

Pearson Education

Publication Year 2008
ISBN-13

ISBN 9788131719558

ISBN-10 8131719553
Binding

Paperback

Edition 16th
Number of Pages 784 Pages
Language (English)
Subject

Marketing

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. For Sale in Indian subcontinent only.

Key Features
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.

Table Of Contents
Part I: The Place Of Advertising
Background of Today's Advertising
Roles of Advertising
Part II: Planning The Advertising
The Advertising Spiral and Brand Planning.
Target Marketing.
Part III: Managing The Advertising.
The Advertising Agency, Media Services, and Other Services.
The Advertiser's Marketing/Advertising Operation.
Part IV: Media
Basic Media Strategy.
Using Television.
Using Radio
Using Newspapers
Using Magazines
Out-of-Home Advertising
Direct-Response and Internet Advertising
Sales Promotion
Part V: 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 VI: Other Environments Of Advertising
International Advertising
Legal, Economic and Social Effects of Advertising

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