Kleppner's Advertising procedure / W. Ronald Lane, Karen Whitehill King, Tom Reichert.
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TextPublisher: Boston : Pearson, c2011Edition: 18th edDescription: xx, 817 p. : ill. (chiefly col.) ; 29 cmISBN: 9780136110828 (alk. paper); 0136110827 (alk. paper); 9780132465519 (pbk.); 0132465515 (pbk.)Other title: Advertising procedureSubject(s): AdvertisingDDC classification: 659.1 LOC classification: HF5823 | .K45 2011| Item type | Current library | Call number | Copy number | Status | Notes | Date due | Barcode |
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Female Library | HF5823 .K45 2011 (Browse shelf (Opens below)) | 1 | Available | STACKS | 51952000080527 | |
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Books
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Main Library | HF5823 .K45 2011 (Browse shelf (Opens below)) | 1 | Available | STACKS | 51952000059363 |
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| HF5821 .C32 2003 The future of advertising : new media, new clients, new consumers in the post-television age / | HF5822 .H515 2010 About face : the secrets of emotionally effective advertising / | HF5823 .B387 2009 Advertising and promotion : an integrated marketing communications perspective / | HF5823 .K45 2011 Kleppner's Advertising procedure / | HF5823 .K624 2005 Advertising without an agency made easy / | HF5823 .P29 2006 MadScam : kick-ass advertising without the Madison Avenue price tag / | HF5823 .W52 2011 Global advertising, attitudes and audiences / |
Includes bibliographical references 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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