《Kleppner 广告教程 第13版》

BriefContents2

PART Ⅰ The Place of Advertising2

One Background of Today's Advertising4

Two Roles of Advertising27

PART Ⅱ Planning the Advertising64

Three The Advertising Spiral and Brand Planning66

Four Target Marketing96

PART Ⅲ Managing the Advertising130

Five The Advertising Agency Media Services, and Other Services132

Six The Advertiser's Marketing/Advertising Operation158

PART Ⅳ Media184

Seven Basic Media Strategy186

Eight Using Television217

Nine Using Radio258

Ten Using Newspapers288

Eleven Using MagaZines322

Twelve Out-of-Home Advertising372

Thirteen Direct-Response and Direct-Mail Advertising397

Fourteen Sales Promotion443

PART Ⅴ Creating the Advertising480

Fifteen ReSearch in Advertising482

Sixteen Creating the Copy510

Seventeen The Total Concept: Works and Visuals533

Eighteen Print Production552

Nineteen The Television Commercial588

Twenty-Two The Complete Campaign591

Twenty The Radio Commercial615

PART Ⅵ Other Environments of Advertising621

Twenty-Three Retail Advertising623

Twenty-one Trademarks and Packaging634

TWenty-Six Economic and Social Effects of Advertising693

Twenty-Five International Advertising707

Twenty-Five Legal and Other Restraints on Advertising734