TY  - BOOK
AU  - Lane,W.Ronald
AU  - King,Karen Whitehill
AU  - Reichert,Tom
TI  - Kleppner's Advertising procedure
SN  - 9780136110828 (alk. paper)
AV  - HF5823 .K45 2011
U1  - 659.1 22
PY  - 2011///
CY  - Upper Saddle River, N.J.
PB  - Prentice Hall/Pearson
KW  - Advertising
N1  - 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
ER  -