Kleppner's Advertising Procedure 18th Edition PDF Download Ebook. Ron Lane, Karen King and Tom Reichert offer all-inclusive introduction to the exciting and dynamic world of advertising. This text introduces readers to advertising by providing insight from professionals and recent examples that highlight the best advertisements and promotional techniques.
This text also provides readers with a clear, comprehensive look at the roles practitioners play from three key perspectives: a firm’s marketing/advertising department, an ad agency professional, and media executives. The eighteenth edition reflects how new media has changed advertising. It places the advertising function within a contemporary, integrated marketing framework.
Authors show 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 emphasizes the need for marketers to develop flexibility in adapting to all forms of communication that are likely to persuade diverse and fragmented audiences to whom they will sell their products and services. It integrates more fully the topics of sales promotion and direct response advertising into the advertising function. This book is aimed for account executives in advertising agencies and media sales people with individual media companies.
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