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- Sales Rank: #1272055 in Books
- Published on: 2007-08-14
- Binding: Hardcover
Most helpful customer reviews
0 of 0 people found the following review helpful.
good value, fast service
By Amazon Customer
good value , fast service.
13 of 13 people found the following review helpful.
All-in one, explains the whole enchilada. Great for students
By A Customer
Kleppner is the one name I think when I'm in a doubt regarding any stage of the advertising procedure. The book is not extremely intensive, but explains in a precise way each stage. It might be too USA oriented, but works fine for international students. Surely a must in every student's library.
0 of 0 people found the following review helpful.
Very complete and still germane
By J.Ilog
This book provides an encyclopedic investigation into the aspects of advertising. This book has stood the test of time, as it is now in its 18th edition.
It covers topics including the usage of TV/Radio/Newspapers/Magazines/Direct-Response & Direct-Mail Advertising/Sales Promotion, how to effectively write the advertisement (copy), trademarks and packaging, the advertising campaign, retail advertising, international advertising, legal restraints on advertising, and economic and social effects of advertising. There is a glossary at the end of the book and it provides many quotes from advertising executives to help substantiate the authors' ideas.
The below reviews have correctly assessed the excellence of this book.
The 4 star review by A Customer (June 27, 1999) is correct in their assessment that there is a high amount of precision utilized in this book.
The 4 star review by Daphne Hernandez (May 16, 2013) and the 5 star review by ken (February 28, 2013) are both correct that it would be a great starting point for an advertising novice.
After taking 5 pages of notes and finding over 110 worthy concepts for this review, I will list off a few of them here:
The structure of an advertisement:
"1) Promise of benefit (the headline)
2) Spelling out of promise (the subheadline, optional)
3) Amplification of story (as needed)
4) Proof of claim (as needed)
5) Action to take (if not obvious)"
"Advertising operates on two levels: (1) the messages concerning products and services that convey information about brands and companies, and (2) largely unintended messages that nevertheless, impart knowledge about society or some segment of the public and the way people behave. Advertising messages often function simultaneously on both levels."
In writing effective copy: "The brilliance of our craft is to reduce, to distill messages down, not to elongate...Great writing is about using few words to be more compelling. When you do that, you liberate your ideas to become more powerful, more involving, and hopefully more memorable. Brevity not only allows us to become more powerful, it allows us to become more stimulating. If you are more stimulating, there is a good chance you are becoming more relevant. We have to change because our audience is demanding it."
On effective advertisements: "But the best ads directly address the problems that the product or service solves and suggest how that solution makes life better for the potential consumer....The best advertising is always personal. It relates to me or to something happening in my life."
On goals of an advertising campaign: "Typical goals of campaign are to increase brand awareness by 10% or improve advertising recall by 25%."
On why advertising fails: "Advertising usually fails for two reasons: 1. bad advertising execution, that is poor creativity, reaching non prospects, and so forth. 2. being asked to solve non communication problems: for example, advertising can rarely address issues such as poor product quality or service, inadequate distribution, or unreasonable pricing policies."
On domestic and international advertising: "In mature markets, such as the United States, the majority of companies and brands are well known to most consumers. In established markets we are much more likely to see competition based on price and value-added promotions, with advertising playing a lesser role. However, in many foreign markets, American brands are largely unknown, and even some product categories many maybe unfamiliar to many consumers. In this introductory phase, advertising is often the most important part of the marketing plan. In fact, sometimes products that are available only in limited supplies are heavily advertised to create awareness in anticipation of later distribution."
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