Kleppner 广告教程 第13版PDF电子书下载

Brief Contents 2

PART Ⅰ The Place of Advertising 2

One Background of Today's Advertising 4

Two Roles of Advertising 27

PART Ⅱ Planning the Advertising 64

Three The Advertising Spiral and Brand Planning 66

Four Target Marketing 96

PART Ⅲ Managing the Advertising 130

Five The Advertising Agency Media Services, and Other Services 132

Six The Advertiser's Marketing/Advertising Operation 158

PART Ⅳ Media 184

Seven Basic Media Strategy 186

Eight Using Television 217

Nine Using Radio 258

Ten Using Newspapers 288

Eleven Using MagaZines 322

Twelve Out-of-Home Advertising 372

Thirteen Direct-Response and Direct-Mail Advertising 397

Fourteen Sales Promotion 443

PART Ⅴ Creating the Advertising 480

Fifteen ReSearch in Advertising 482

Sixteen Creating the Copy 510

Seventeen The Total Concept: Works and Visuals 533

Eighteen Print Production 552

Nineteen The Television Commercial 588

Twenty-Two The Complete Campaign 591

Twenty The Radio Commercial 615

PART Ⅵ Other Environments of Advertising 621

Twenty-Three Retail Advertising 623

Twenty-one Trademarks and Packaging 634

TWenty-Six Economic and Social Effects of Advertising 693

Twenty-Five International Advertising 707

Twenty-Five Legal and Other Restraints on Advertising 734