Kleppner's Advertising Procedure (18th Edition)

基本信息出版社:Prentice Hall; 18 (2010年1月25日)精装:840页正文语种:英语ISBN:0136110827条形码:9780136110828商品尺寸:27.9 x 22.4 x 3.8 cm商品重量:2 KgASIN:0136110827商品描述内容简介An all-inclusive introduction to the exciting and dynamic world of advertising.

Kleppner’s Advertising Procedureintroduces readers to advertising by providing insight from professionals and recent examples that highlight the best advertisements and promotional techniques. This text also provides readers with a clear, comprehensive look at the roles practitioners play from three key perspectives: a firm’s marketing/advertising department, an ad agency professional, and media executives.

The eighteenth edition reflects how new media has changed advertising.

作者简介OTTO KLEPPNER (1899-7982)

A graduate of New York University, Otto Kleppner started out in advertising as a copywriter. After several such jobs, he became advertising manager at Prentice Hall, where he began to think that he, too, "could write a book." Some years later, he also thought that he could run his own advertising agency, and both ideas materialized eminently. His highly successful agency handled advertising for leading accounts (Dewar's Scotch Whisky, I. W Harper Bourbon and other Schenley brands, Saab Cars, Doubleday Book Clubs, and others). His book became a bible for advertising students, and his writings have been published in eight languages.

Active in the American Association of Advertising Agencies, Mr. Kleppner served as a director, a member of the Control Committee, chairman of the Committee of Government, Public and Educator Relations, and a governor of the New York Council. He was awarded the Nichols Cup (now the Crain Cup) for distinguished service to the teaching of advertising.

J. THOMAS RUSSELL

Thomas Russell is Phil Landrum Professor of Communications and Dean of the Athens Center of Piedmont College, Demorest, Georgia. He also is Dean Emeritus of the College of Journalism and Mass Communication at the University of Georgia. Tom received his Ph.D. in communications from the University of Illinois and has taught and conducted research in a number of areas of advertising and marketing. He was formerly editor of theJournal of Advertising.

In addition to his academic endeavor, Tom has worked as a retail copywriter as well as been a principal in his own advertising agency. He is a member of a number of academic, professional, and civic organizations. He also has served as a judge and faculty member for the Institute of Advanced Advertising Studies sponsored by the American Association of Advertising Agencies.

W. RONALD LANE

Ron has worked in most aspects of advertising. He began in advertising and promotion for a drug manufacturer. Ron has worked in creative and account services for clients including Coca-Cola, National Broiler Council, Minute-Maid, and Callaway Gardens Country Store.

He is a professor of advertising at the University of Georgia and has served as advertising manager of theJournal of Advertising.He was coordinator of the Institute of Advanced Advertising Studies sponsored by the American Association of Advertising Agencies for six years. He is also a partner in SLRS Communications, an advertising-marketing agency.

Currently, Ron is a member of the American Advertising Federation's (AAF) Academic Division, Executive Committee. He has been the AAF Academic Division Chair and served as a member of the AAF Board of Directors, Council of Governors, and Executive Committee. He has been an ADDY Awards judge numerous times and has been a member of the Advertising Age Creative Workshop faculty. He is a member of the Atlanta Advertising Club, American Academy of Advertising, American Marketing Association, and the ACEJMC Accrediting Council.

--This text refers to an out of print or unavailable edition of this title.