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.
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Book Description
Editorial Reviews
From the Publisher
Completely revised -- this classic introduction to advertising as both an art and science provides a broad overview of advertising issues and functions. It places the advertising function within a contemporary, integrated marketing framework -- showing how the advertising function must be coordinated with all other aspects of marketing communications within the matrix of the total business function. Students explore not only the history, purpose, and role of advertising in our multi-faceted economy, but learn the specific techniques for planning media use, following the creative process, and planning campaigns.
--This text refers to an out of print or unavailable edition of this title.
From the Back Cover
The fourteenth edition of this classic book introduces advertising as both an art and science while providing a broad overview of advertising issues and functions. Beginning with the history, purpose, and role of advertising in our economy, this book presents advertising as it relates to the total marketing communication environment and provides a foundation for understand how advertising fits into the general business environment. It introduces the specific techniques for planning media use, following the creative process, and planning campaigns. It also provides an overview of advertising and societal issues through the regulatory, legal, and public policy constraints placed on advertising. Finally, the book introduces the growing importance of the cultural and sociological components of advertising. The fourteenth edition of Kleppner's Advertising Procedures has been updated to include the latest industry practices in new media and Web site advertising, digital graphics, and the latest marketing and advertising research techniques. It includes all new advertisements. An important and practical reference for entry-level professionals in advertising and marketing, including media, account management, and brand management.
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Most Helpful Customer Reviews
12 of 12 people found the following review helpful:
4.0 out of 5 stars
All-in one, explains the whole enchilada. Great for students,
By A Customer
This review is from: Kleppner's Advertising Procedure (14th Edition) (Hardcover)
Kleppner is the one name I think when I'm in a doubt regarding any stage of the advertising procedure. The book is not extremely intensive, but explains in a precise way each stage. It might be too USA oriented, but works fine for international students. Surely a must in every student's library.
0 of 2 people found the following review helpful:
4.0 out of 5 stars
Very pleased!,
Amazon Verified Purchase(What's this?)
This review is from: Kleppner's Advertising Procedure (18th Edition) (Hardcover)
I was very happy with the condition of the book. The book was just as they described and it arrived quicker than expected. Very pleased!
0 of 2 people found the following review helpful:
5.0 out of 5 stars
have the conditions they announced,
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Amazon Verified Purchase(What's this?)
This review is from: Kleppner's Advertising Procedure (18th Edition) (Hardcover)
Arrived a one week, not bad I guess. And the book is soo clean like they said on the description. I totally satisfied.
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