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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:
  • 0132465515 (pbk.)
  • 9780132465519 (pbk.)
Other title:
  • Advertising procedure
Subject(s): DDC classification:
  • 659.1 LAN
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.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Standard Loan Moylish Library Main Collection 659.1 LAN (Browse shelf(Opens below)) 1 Available 39002100393256

Enhanced descriptions from Syndetics:

For u ndergraduate Advertising courses.

An all-inclusive introduction to the exciting and dynamic world of advertising.

Kleppner's Advertising Procedure introduces students to advertising by providing insight from professionals and recent examples that highlight the best advertisements and promotional techniques. This text also provides students with a clear, comprehensive look at the roles practitioners play from three key perspectives: a firm's marketing/advertising department, an ad agency professional, and media executives.

The eighteenth edition reflects how new media has changed advertising.

Includes bibliographical references 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.

Table of contents provided by Syndetics

  • The Advertising Agency, Media S
  • The Advertiser's Marketing/Advertising Operation
  • Media

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