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Kleppner's Advertising procedure / W. Ronald Lane, Karen Whitehill King, Tom Reichert.

By: Lane, W. Ronald, 1940-
Contributor(s): King, Karen Whitehill | Reichert, Tom
Material type: TextTextPublisher: Upper Saddle River, N.J. : Prentice Hall/Pearson, c2011Edition: 18th edDescription: xx, 817 p. : ill. (chiefly col.) ; 29 cmISBN: 9780132465519Other title: Advertising procedureSubject(s): AdvertisingDDC classification: 659.1 LOC classification: HF5823 | .K45 2011
Contents:
Background of today's advertising -- Roles of advertising -- Brand planning and the advertising spiral -- Target marketing -- The advertising agency, media services, and other services -- The advertiser's marketing/advertising operation -- Media strategy -- Using television -- Using radio -- Using newspapers -- Using magazines -- Out-of-home advertising -- Digital and direct-response advertising -- Sales promotion -- Research in advertising -- Creating the message -- The total concept : words and visuals -- Print production -- Video and the commercial -- The radio commercial -- Trademarks and packaging -- The complete campaign -- International advertising -- Economic, social, and legal effects of advertising.
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Books Books Centeral Library
First Floor - Mass communication 		659.1 L.W.K 2011 (Browse shelf) Available 18959
Books Books Centeral Library
First Floor - Mass communication 		659.1 L.W.K 2011 (Browse shelf) Available 18960
Books Books Centeral Library
First Floor - Mass communication 		659.1 L.W.K 2011 (Browse shelf) Available 20037
Books Books Centeral Library
First Floor - Mass communication 		659.1 L.W.K 2011 (Browse shelf) Available 20195
Books Books Centeral Library
First Floor - Mass communication 		659.1 L.W.K 2011 (Browse shelf) Available 21312
Books Books Centeral Library
First Floor - Mass communication 		659.1 L.W.K 2011 (Browse shelf) Available 18958

Includes bibliographical references (p. 789-799) and index.

Background of today's advertising -- Roles of advertising -- Brand planning and the advertising spiral -- Target marketing -- The advertising agency, media services, and other services -- The advertiser's marketing/advertising operation -- Media strategy -- Using television -- Using radio -- Using newspapers -- Using magazines -- Out-of-home advertising -- Digital and direct-response advertising -- Sales promotion -- Research in advertising -- Creating the message -- The total concept : words and visuals -- Print production -- Video and the commercial -- The radio commercial -- Trademarks and packaging -- The complete campaign -- International advertising -- Economic, social, and legal effects of advertising.

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