Kleppner's advertising procedure (Record no. 39641)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01860nam a2200217Ia 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780132308298 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0132308290 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.1 |
| Item number | LAN |
| 100 ## - MAIN ENTRY--AUTHOR NAME | |
| Personal name | Ronald Lane, W. |
| 245 ## - TITLE STATEMENT | |
| Title | Kleppner's advertising procedure |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 17th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | Upper Saddle River, N.J. : |
| Name of publisher | Pearson/Prentice Hall, |
| Year of publication | ©2008. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | xx, 829 pages : |
| Other physical details | illustrations (chiefly color) ; |
| 500 ## - GENERAL NOTE | |
| General note | Includes index |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Chapter 1. Background of Today's Advertising --<br/>Chapter 2. Roles of Advertising --<br/>Chapter 3. The Advertising Spiral and Brand Planning --<br/>Chapter 4. Target Marketing --<br/>Chapter 5. The Advertising Agency, Media Services, and Other Services --<br/>Chapter 6. The Advertiser's Marketing/Advertising Operation --<br/>Chapter 7. Media Strategy --<br/>Chapter 8. Using Television --<br/>Chapter 9. Using Radio --<br/>Chapter 10. Using Newspapers --<br/>Chapter 11. Using Magazines --<br/>Chapter 12. Out-of-Home Advertising --<br/>Chapter 13. Internet and Direct Response Advertising --<br/>Chapter 14. Sales Promotion --<br/>Chapter 15. Research in Advertising --<br/>Chapter 16. Creating the Message --<br/>Chapter 17. The Total Concept: Words and Visuals --<br/>Chapter 18. Print Production --<br/>Chapter 19. The Television Commercial --<br/>Chapter 20. The Radio Commercial --<br/>Chapter 21. Trademarks and Packaging --<br/>Chapter 22. The Complete Campaign --<br/>Chapter 23. International Advertising --<br/>Chapter 24. Economic, Social, and Legal Effects of Advertising. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | 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. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Advertising. |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Thomas Russell, J. |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Whitehill King, Karen |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Reference Books |
| Collection code | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Cost, normal purchase price | Full call number | Accession Number | Koha item type |
|---|---|---|---|---|---|---|---|---|---|
| Reference | Main Library | Main Library | Reference | 28/11/2007 | Purchased | 10809.45 | 659.1 LAN | 010633 | Reference Books |