Kleppner's Advertising procedure / W. Ronald Lane, Karen Whitehill King, Tom Reichert.
Material type: TextPublication details: Upper Saddle River, N.J. : Prentice Hall/Pearson, c2011.Edition: 18th edDescription: xx, 817 p. : ill. (chiefly col.) ; 29 cmISBN:- 9780132465519
- Advertising procedure
- 659.1 22
- HF5823 .K45 2011
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659.1 L.W.K 2011 Kleppner's Advertising procedure / | 659.1 L.W.K 2011 Kleppner's Advertising procedure / | 659.1 L.W.K 2011 Kleppner's Advertising procedure / | 659.1 L.W.K 2011 Kleppner's Advertising procedure / | 659.1 M.B.D 2004 Dynamics of international advertising : | 659.1 M.B.D 2004 Dynamics of international advertising : | 659.1 M.B.D 2011 Dynamics of international advertising : |
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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