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Ronald Lane, W.

Kleppner's advertising procedure - 17th ed. - Upper Saddle River, N.J. : Pearson/Prentice Hall, ©2008. - xx, 829 pages : illustrations (chiefly color) ;

Includes index

Chapter 1. Background of Today's Advertising --
Chapter 2. Roles of Advertising --
Chapter 3. The Advertising Spiral and Brand Planning --
Chapter 4. Target Marketing --
Chapter 5. The Advertising Agency, Media Services, and Other Services --
Chapter 6. The Advertiser's Marketing/Advertising Operation --
Chapter 7. Media Strategy --
Chapter 8. Using Television --
Chapter 9. Using Radio --
Chapter 10. Using Newspapers --
Chapter 11. Using Magazines --
Chapter 12. Out-of-Home Advertising --
Chapter 13. Internet and Direct Response Advertising --
Chapter 14. Sales Promotion --
Chapter 15. Research in Advertising --
Chapter 16. Creating the Message --
Chapter 17. The Total Concept: Words and Visuals --
Chapter 18. Print Production --
Chapter 19. The Television Commercial --
Chapter 20. The Radio Commercial --
Chapter 21. Trademarks and Packaging --
Chapter 22. The Complete Campaign --
Chapter 23. International Advertising --
Chapter 24. Economic, Social, and Legal Effects of Advertising.

Primarily intended for undergraduate students majoring in advertising, marketing, and management Kleppner's Advertising Procedure blends together all relevant contemporary information as it relates to the practice of advertising with accuracy and foresight.

ISBN: 9780132308298 0132308290

Subjects--Topical Terms:
Advertising.

Dewey Class. No.: 659.1 / LAN