Kleppner's Advertising procedure / W. Ronald Lane, Karen Whitehill King, Tom Reichert.
Contributor(s): King, Karen Whitehill | Reichert, TomMaterial type: TextPublisher: Upper Saddle River, N.J Prentice Hall/Pearson c2011Edition: 18th edDescription: xx, 817 p. ill. (chiefly col.) 29 cmISBN: 0132465515; 978-0-13-246551-9; 0-13-611082-7; 978-0-13-611082-8Other title: Advertising procedure [Other title]Subject(s): Advertising | ReklamDDC classification: 659.1 Other classification: 659
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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