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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, TomMaterial type: TextTextPublisher: 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
    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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    Item type Current library Call number Copy number Status Notes Date due Barcode
    Books Books Female Library
    		HF5823 .K45 2011 (Browse shelf (Opens below)) 1 Available STACKS 51952000080527
    Books Books Main Library
    		HF5823 .K45 2011 (Browse shelf (Opens below)) 1 Available STACKS 51952000059363

    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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