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Kleppner's Advertising procedure / W. Ronald Lane, Karen Whitehill King, Tom Reichert.

By: Contributor(s): Material type: TextTextPublication details: 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
  • 978-0-13-611082-8
Other title:
  • Advertising procedure [Other title]
Subject(s): DDC classification:
  • 659.1 22
Other classification:
  • 659
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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Holdings
Item type Current library Call number Status Date due Barcode
Book (loan) Campus Karlskrona 659 Available 080041485918

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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