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Kleppner's Advertising Procedure » (17th Edition)

Book cover image of Kleppner's Advertising Procedure by Ronald Lane

Authors: Ronald Lane, J. Thomas Russell, Tom Russell, Karen King, Karen Whitehill King
ISBN-13: 9780132308298, ISBN-10: 0132308290
Format: Hardcover
Publisher: Prentice Hall
Date Published: August 2007
Edition: 17th Edition

Author Biography: Ronald Lane

Book Synopsis

There are few areas of business and marketing that operate in a more dynamic atmosphere than advertising and promotion. The process of new product and target audience research, branding and product development, executing creative sales approaches, and selecting media and non-traditional marketing communication placement are part of an evolving process that is undergoing dramatic change.

The primary reason for publication of this new edition is to reflect this environment.

Account people and creative people in the field of marketing communication, branding, integrated communications, and new media advertising.

Chapter 1: Background of Today’s Advertising

Chapter 2: Roles of Advertising

Chapter 3: The Advertising Spiral and Brand Planning

Chapter 4: Target Marketing

Chapter 5: The Advertising Agency, Media Services, and Other Services

Chapter 6: The Advertiser’s Marketing/Advertising Operation

Chapter 7: Media Strategy

Chapter 8: Using Television

Chapter 9: Using Radio

Chapter 10: Using Newspapers