Kleppner's Advertising Procedure [antikvár]

Preface The twelfth edition of Kleppner's Advertising Procedure marks the 67th year since its original publication. In the years since Otto Kleppner authored the original edition, Advertising Procedure has explored the continually changing nature of adveitising and marketing. During the publication life of the text it has chronicled unprecedented growth in the scope, financial investment, and importance of adveitising as a marketing tool. The book has sought to offer both practical and theoretical approaches to the study of advertising. The current edition continues to keep students current with this dynamic field. One of the major changes in the current text is a broadening of what we view as advertising. In the last decade, companies have increasingly looked at new methods of reaching elusive customers in ways that are both cost efficient and communication effective. The recession of the 1990s served to accelerate a number of approaches to creatively identify and sell present and potential customers. Among the most important changes in marketing communications is the use of sales promotion as a larger share of the typical company's promotion budget. There has been a significant greying of the lines between advertising and sales promotion. Likewise, tools such as public relations are increasingly used as part of a coordinated marketing communication program that some call "new advertising." The twelfth edition offers a perspective of these coordinated communication plans. Throughout the text, the authors examine alternatives to traditional advertising and how these new forms of communication are incorporated by modern advertisers. The establishment of cable television as a major medium, the use of telemarketing for direct consumer contact, the promise of household computers, and the use of trade and consumer promotions as primary marketing tools are only a few of the many new developments discussed in this edition. As in past editions, this text is designed for students planning careers in advertising as well as for those who are studying adveitising as a supplement to such other disciplines as marketing, commercial art, or psychology. Regardless of students' longterm career goals, they will be lifelong consumers of advertising and will find it useful to understand its role in the economic system. Part One of the twelfth edition opens with an overview of the history and scope of the advertising industry. Chapter 1 outlines the beginnings of modern advertising from its roots in the primitive exchange of goods through the development of increasingly sophisticated means of communications to the evolution of several disciplines as they apply to the art, craft, and business of advertising. Chapter 2 seeks to demonstrate the various uses of advertising, demonstrating both its strengths and weaknesses. Part Two examines the importance of research and planning to successful advertising. Chapter 3 introduces the concept of the product life cycle and the strategies used to maximize the profitable stages of product development. The advertising spiral approach to brand equity is discussed in light of the competitive atmosphere of modern advertising. Chapter 4, which is completely revised, deals with the targeting of prime prospects.