Kleppner's advertising procedure / J. Thomas Russell, W. Ronald Lane.
Material type:
TextPublication details: Upper Saddle River, N.J. : Prentice Hall, c1999.Edition: 14th edDescription: xviii, 716 p. : col. ill. ; 29 cmISBN: - 0139085750
- 9780139085758
- HF5823 .K45
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| HF5823 .E93 Excellence in advertising : | HF5823 .E93 Excellence in advertising : | HF5823 .J43 Advertising | HF5823 .K45 Kleppner's advertising procedure / | HF5823 .K45 Kleppner's advertising procedure / | HF5823 .M38 Advertising Management: | HF5823 .R89 Kleppner's advertising procedure / |
Includes bibliographical references and index
Part I. Place of Advertising --
Chapter 1. Background of Today's Advertising --
Chapter 2. Roles of Advertising --
Part II. Planning the Advertising --
Chapter 3. Advertising Spiral and Brand Planning --
Chapter 4. Target Marketing --
Part III. Managing the Advertising --
Chapter 5. Advertising Agency, Media Services, and Other Services --
Chapter 6. Advertiser's Marketing/Advertising Operation --
Part IV. Media --
Chapter 7. Basic Media Strategy --
Chapter 8. Using Television --
Chapter 9. Using Radio --
Chapter 10. Using Newspapers --
Chapter 11. Using Magazines --
Chapter 12. Out-of-Home Advertising --
Chapter 13. Direct-Response and Internet Advertising --
Chapter 14. Sales Promotion --
Part V. Creating the Advertising --
Chapter 15. Research in Advertising --
Chapter 16. Creating the Copy --
Chapter 17. Total Concept: Words and Visuals --
Chapter 18. Print Production --
Chapter 19. Television Commercial --
Chapter 20. Radio Commercial --
Chapter 21. Trademarks and Packaging --
Chapter 22. Complete Campaign --
Part VI. Other Environments of Advertising --
Chapter 23. Retail Advertising --
Chapter 24. International Advertising --
Chapter 25. Legal and Other Restraints on Advertising --
Chapter 26. Economic and Social Effects of Advertising.
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