Primarily intended for undergraduate students majoring in advertising, marketing, and management. Kleppner's Advertising Procedure blends together all relevant contemporary information as it relates to the practice of advertising with accuracy and foresight.
Features
- For undergraduate courses in Advertising, Marketing, and Management.
- Kleppner's Advertising Procedure blends together all relevant contemporary information as it relates to the practice of
advertising with accuracy and foresight.
- Advertising is such a complex subject, how do you encapsulate all the subject matter into one semester?
- Clear yet Comprehensive- This text is lucid but retains all of the wide-spread information a complete advertising book should
include. It examines the roles advertising practitioners play from three perspectives:
1. a firm's marketing and advertising department
2. as an advertising agency professional
3. from the perspective of media executives who provide the bridge between a company's products and its target audience.
More than ever, the text recognizes that the skill set for a successful advertising career have never been more complex. A lot of advertising majors are versatile, how does your class fit everyone's needs? This all-encompassing text is beneficial to not only strict advertising majors, but to any student that should study the social sciences, especially psychology and sociology. Additionally, this text has been proven valuable as a resource for advertising and business practitioners. Advertising is becoming more complex, how do you guarantee students will be ready for this fast paced field?
More than ever this text recognizes that the skill set needed for a successful advertising career has never been more complex. By addressing the growing importance of global marketing and new communication technology the text leads students into the ever-evolving world of advertising. Few areas of business and marketing 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.
Part One The Place Of Advertising
Part Two Planning The Advertising
Part Three Managing The Advertising
Part Four Media
Part Five Creating The Advertising
Part Six Other Environments Of Advertising