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Lane, W. Ronald, 1940-

Kleppner's Advertising procedure / Advertising procedure W. Ronald Lane, Karen Whitehill King, Tom Reichert. - 18th ed. - Upper Saddle River, N.J. : Prentice Hall/Pearson, c2011. - xx, 817 p. : ill. (chiefly col.) ; 29 cm.

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.

ISBN: 9780136110828 (alk. paper) 0136110827 (alk. paper) 9780132465519 (pbk.) 0132465515 (pbk.)

LCCN: 2009046216

Nat. Bib. Agency Control No.: 015479821 Uk

Subjects--Topical Terms:
Advertising.

LC Class. No.: HF5823 / .K45 2011

Dewey Class. No.: 659.1