000			01806cam a2200361 a 4500
001			u3090
003			SA-PMU
005			20210418124128.0
008			091116s2011 maua b 001 0 eng
010			_a 2009046216
040			_aDLC _cDLC _dYDX _dBTCTA _dYDXCP _dEQO _dCDX _dUKM _dMEAUC
020			_a9780136110828 (alk. paper)
020			_a0136110827 (alk. paper)
020			_a9780132465519 (pbk.)
020			_a0132465515 (pbk.)
035			_a(OCoLC)457155909 _z(OCoLC)555620197
050	0	0	_aHF5823 _b.K45 2011
082	0	0	_a659.1 _222
100	1		_aLane, W. Ronald, _d1940-
245	1	0	_aKleppner's Advertising procedure / _cW. Ronald Lane, Karen Whitehill King, Tom Reichert.
246	3	0	_aAdvertising procedure
250			_a18th ed.
260			_aBoston : _bPearson, _cc2011.
300			_axx, 817 p. : _bill. (chiefly col.) ; _c29 cm.
504			_aIncludes bibliographical references and index.
505	0		_aBackground 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.
650		0	_aAdvertising.
700	1		_aKing, Karen Whitehill.
700	1		_aReichert, Tom.
942			_cBOOK
994			_aZ0 _bSUPMU
596			_a1 2
999			_c6351 _d6351