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Kleppner's Advertising procedure / W. Ronald Lane, Karen Whitehill King, Tom Reichert.

By: Contributor(s): Material type: TextTextPublication details: Upper Saddle River, N.J. : Prentice Hall/Pearson, c2011.Edition: 18th edDescription: xx, 817 p. : ill. (chiefly col.) ; 29 cmISBN:
  • 9780136110828 (alk. paper)
  • 0136110827 (alk. paper)
  • 9780132465519 (pbk.)
  • 0132465515 (pbk.)
Other title:
  • Advertising procedure
Subject(s): DDC classification:
  • 659.1 22
LOC classification:
  • HF5823 .K45 2011
Contents:
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.
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Holdings
Item type Current library Collection Call number Copy number Status Date due Barcode
Books Books MAIN General AUE Library Collection HF5823 .K45 2011 (Browse shelf(Opens below)) 1 Available 10024871

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.

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