Otto Kleppner's ADVERTISING PROCEDURE

• Main Authors: Kleppner, Otto 1899- (Author), Verrill, Glenn (Author), Russell, Thomas 1941- (Author)
• Format: Book
• Language: English
• Published: Englewood Cliffs, NJ Prentice-Hall 1986
• Edition: NINTH EDITION
• Series: The Prentice-Hall series in marketing
• Subjects: Advertising
• Online Access: Click Here to View Status and Holdings.

 The intent of this ninth edition of Advertising Procedure is to offer an overview of the social, economic, and marketing environment in which advertising functions. In addition, the authors examine the primary tech- niques used to execute effective advertising. The goal of this edition is to provide comprehensive coverage of the complex field of advertising without the text becoming an unmanageable encyclopedia. The organization of the text is intended to take the student through a step- by-step progression from the purposes of advertising to the production of specific ads and commercials. The discussion is augmented with completely new cases and examples of the best of modern advertising. As in the past, the current edition views advertising on three levels. The first, presented in Part One, is an institutional look at the overall field. Chapter 1 discusses the historial development of advertising from its primitive beginnings in the valley of the Nile to its use in satellites circling the earth. Advertising is not a single industry or technique; instead it is used by companies varying in size from General Motors to General Repairs at the corner service station. The flexibility of advertising and its competitive environment require us to exam- ine the many roles of advertising in Chapter 2.