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 1983
• Edition: EIGHTH EDITION
• Series: The Prentice-Hall series in marketing
• Subjects: Advertising
• Online Access: Click Here to View Status and Holdings.

 This book is designed to introduce students to the principles and procedures of advertising that will promote a product in the most meaningful and efficient manner. This edition has taken a perspective of advertising for the 1980s and be- yond. Advertising is discussed within the new competitive environment of in- flation, energy shortages, tight money, and emerging media technology. As in earlier editions, the marketing foundations of advertising are stressed. Market- ing goals and objectives are viewed as a platform for discussing the pro- cedures, planning, and execution of advertising This book deals with advertising on three levels. The first is the con- ceptual foundation which provides the necessary theoretical framework for understanding advertising. To fully comprehend advertising one must have some knowledge of a number of other fields of study. Chief among these is marketing. The overall marketing goals of a firm will largely dictate the type of advertising conducted by that company. Throughout the text we have em- phasized the necessity of starting with a clear idea of marketing objectives be- fore advertising strategy and tactics are developed. Advertising is also a people business and no one can understand advertising without also understanding human behavior. In Chapter 13. "Use of the Behavioral Sciences," we show how the disciplines of psychology, anthropology and sociology have all con- tributed in major ways to our knowledge of advertising.