W. Ronald Lane Knihy

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.

Discusses the background and role of advertising; planning, creating, and managing advertising; and using television and radio as well as print media and direct mail.