Lane, W. Ronald,  1940- <br/><br/>
Kleppner's Advertising procedure / 
 Advertising procedure 
W. Ronald Lane, Karen Whitehill King, Tom Reichert. 
 - 18th ed. 
 - Boston :  Pearson,  c2011. 
 - xx, 817 p. :  ill. (chiefly col.) ;  29 cm. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9780136110828 (alk. paper) 0136110827 (alk. paper) 9780132465519 (pbk.) 0132465515 (pbk.) 
<br/><br/><label>LCCN: </label>2009046216 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.
<br/><br/><label>LC Class. No.: </label>HF5823  / .K45 2011 
<br/><br/><label>Dewey Class. No.: </label>659.1