Kleppner's Advertising procedure / W. Ronald Lane, Karen Whitehill King, Tom Reichert.
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TextPublication details: Upper Saddle River, N.J. : Prentice Hall/Pearson, c2011.Edition: 18th editionDescription: 817 pages : illustration (chiefly col.) ; 29 cmISBN: - 9780136110828 (alk. paper)
- Advertising procedure
- 22 659.1
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HCUC LIBRARY - ENGLISH COLLECTION Reference | R 659.1 LAN (Browse shelf(Opens below)) | 1 | Not For Loan | 08358 |
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| R 659.1 CUL THE LITTLE BOOK OF BIG PROMOTIONS | R 659.1 FEL Advertising : concept and copy / | R 659.1 HIC DESIGN SECRETS: ADVERTISING - 50 REAL-LIFE PROJECTS UNCOVERED | R 659.1 LAN Kleppner's Advertising procedure / | R 659.1 ONE ONE SHOW INTERACTIVE : VOLUME IX - ADVERTISING'S BEST INTERACTIVE & NEW MEDIA | R 659.1 PAL HOW 16 SINGAPORE ADVERTISING HOTSHOTS CREATE THEIR IDEAS | R 659.1 SAU 20TH ADVERTISING |
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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