Kleppner's advertising procedure / (Record no. 1107)

MARC details
000 -LEADER
fixed length control field 01891pam a2200205 a 4500
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
ISBN 0139085750
022 ## - INTERNATIONAL STANDARD SERIAL NUMBER
ISSN 9780139085758
050 00 - CALL NUMBER
Classification number HF5823
Item number .K45
100 1# - AUTHOR
Personal name Russell, Thomas,
245 10 - TITLE
Title Kleppner's advertising procedure /
Statement of responsibility, etc J. Thomas Russell, W. Ronald Lane.
250 ## - EDITION
Edition statement 14th ed.
260 ## - PUBLICATION INFORMATION
Place of publication Upper Saddle River, N.J. :
Name of publisher Prentice Hall,
Year of publication c1999.
300 ## - DESCRIPTION
Number of Pages xviii, 716 p. :
Other physical details col. ill. ;
Dimensions 29 cm.
500 ## - NOTES
General note Includes bibliographical references and index
505 ## - FORMATTED CONTENTS NOTE
Table of Content Part I. Place of Advertising --<br/>Chapter 1. Background of Today's Advertising --<br/>Chapter 2. Roles of Advertising --<br/>Part II. Planning the Advertising --<br/>Chapter 3. Advertising Spiral and Brand Planning --<br/>Chapter 4. Target Marketing --<br/>Part III. Managing the Advertising --<br/>Chapter 5. Advertising Agency, Media Services, and Other Services --<br/>Chapter 6. Advertiser's Marketing/Advertising Operation --<br/>Part IV. Media --<br/>Chapter 7. Basic 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. Direct-Response and Internet Advertising --<br/>Chapter 14. Sales Promotion --<br/>Part V. Creating the Advertising --<br/>Chapter 15. Research in Advertising --<br/>Chapter 16. Creating the Copy --<br/>Chapter 17. Total Concept: Words and Visuals --<br/>Chapter 18. Print Production --<br/>Chapter 19. Television Commercial --<br/>Chapter 20. Radio Commercial --<br/>Chapter 21. Trademarks and Packaging --<br/>Chapter 22. Complete Campaign --<br/>Part VI. Other Environments of Advertising --<br/>Chapter 23. Retail Advertising --<br/>Chapter 24. International Advertising --<br/>Chapter 25. Legal and Other Restraints on Advertising --<br/>Chapter 26. Economic and Social Effects of Advertising.
650 #0 - SUBJECTS
Topical Term Advertising.
700 1# - OTHER AUTHORS
Personal name Lane, W. Ronald,
700 1# - OTHER AUTHORS
Personal name Kleppner, Otto,
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Koha item type Books
Holdings
Withdrawn status Lost status Collection code Home library Current library Shelving location Date acquired Full call number Accession Number Koha item type
    Reference Methodist University Library Main Methodist University Library Main General Stacks 22/12/2003 HF5823 .K45 13171 Books
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