Kleppner's Advertising procedure /
Lane, W. Ronald,1940-
King, Karen Whitehill.
Reichert, Tom.
Boston, Mass. ; London : Prentice Hall,
c2011.
Instructors review copy.
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.
Advertising.