Kleppner's Advertising procedure
By: W. Ronald Lane, Karen Whitehill King, Tom Reichert.
Contributors: King, Karen Whitehill.; Reichert, Tom.
Edition: 18th ed.
Publisher: Prentice Hall
Published: 2009
Place of publication: Boston
Language: eng
ISBN-13: 9780136110828
Subjects: Advertising
Other titles: Advertising procedure
Notes: Includes bibliographical references and index.
Table of contents: title: Background of today's advertising; title: Roles of advertising; title: Brand planning and the advertising spiral; title: Target marketing; title: The advertising agency, media services, and other services; title: The advertiser's marketing/advertising operation; title: Media strategy; title: Using television; title: Using radio; title: Using newspapers; title: Using magazines; title: Out-of-home advertising; title: Digital and direct-response advertising; title: Sales promotion; title: Research in advertising; title: Creating the message; title: The total concept : words and visuals; title: Print production; title: Video and the commercial; title: The radio commercial; title: Trademarks and packaging; title: The complete campaign; title: International advertising; title: Economic, social, and legal effects of advertising.