Kleppner's Advertising Procedure, 18th edition

For undergraduate Advertising courses.

An all-inclusive introduction to the exciting and dynamic world of advertising.

Kleppner’s Advertising Procedure introduces students to advertising by providing insight from professionals and recent examples that highlight the best advertisements and promotional techniques. This text also provides students 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.

For undergraduate Advertising courses.

An all-inclusive introduction to the exciting and dynamic world of advertising.

Kleppner’s Advertising Procedure introduces students to advertising by providing insight from professionals and recent examples that highlight the best advertisements and promotional techniques. This text also provides students 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.

NEW! Gain additional expertise: New Author. This edition welcomes the perspective of new author, Dr. Tom Reichert, a University of Georgia professor who has written extensively about advertising history, content, and effects. Bringing his professional experience in media sales to this edition, Dr. Reichert’s contributions are most evident in Chapters 1, 2, 4, 13, 23, and 24.

NEW! Stay on the cutting-edge of new media: Updated Coverage on Digital Advertising. The expanded discussion and examples of digital advertising in this edition include:

• An updated look at digital media in Chapter 13: Digital and Direct-Response Advertising.
• The discussion of digital media and advertising has been integrated throughout the book, offering many examples of digital creative.
• Chapter 19, now titled “Video and the Television Commercial,” contains new material on online videos.

NEW! Hear from industry professionals: New and Revised Viewpoints. Over a dozen new Viewpoints from advertising professionals with expertise in digital advertising, media/communication planning, international advertising, research, account planning, traffic, creative, and more appear throughout the book.

NEW! See how professionals apply theory: New and Revised Examples of the Best of Advertising. Over one hundred advertising exhibits throughout the book are new to this edition, richly illustrating the best of today’s commercial messages, including Websites, banner ads, traditional format magazine ads, and TV commercials.

NEW! Apply the concepts: Cases. Some of the new cases found in this text include:

• International media/communication for P&G’s Fairy brand.
• The role of research in the development of an advertising campaign for Virginia Tech University. 
• The development of ad concepts for the Peabody Awards.
• An unusual production concept for The Richmond Catholic Diocese.

NEW! Gain additional expertise: New Author. This edition welcomes the perspective of new author, Dr. Tom Reichert, a University of Georgia professor who has written extensively about advertising history, content, and effects. Bringing his professional experience in media sales to this edition, Dr. Reichert’s contributions are most evident in Chapters 1, 2, 4, 13, 23, and 24.

NEW! Stay on the cutting-edge of new media: Updated Coverage on Digital Advertising. The expanded discussion and examples of digital advertising in this edition include:

• An updated look at digital media in Chapter 13: Digital and Direct-Response Advertising.
• The discussion of digital media and advertising has been integrated throughout the book, offering many examples of digital creative.
• Chapter 19, now titled “Video and the Television Commercial,” contains new material on online videos.

NEW! Hear from industry professionals: New and Revised Viewpoints. Over a dozen new Viewpoints from advertising professionals with expertise in digital advertising, media/communication planning, international advertising, research, account planning, traffic, creative, and more appear throughout the book.

NEW! See how professionals apply theory: New and Revised Examples of the Best of Advertising. Over one hundred advertising exhibits throughout the book are new to this edition, richly illustrating the best of today’s commercial messages, including Websites, banner ads, traditional format magazine ads, and TV commercials.

NEW! Apply the concepts: Cases. Some of the new cases found in this text include:

• International media/communication for P&G’s Fairy brand.
• The role of research in the development of an advertising campaign for Virginia Tech University. 
• The development of ad concepts for the Peabody Awards.
• An unusual production concept for The Richmond Catholic Diocese.