000			01860nam a2200217Ia 4500
020			_a9780132308298
020			_a0132308290
082			_a659.1 _bLAN
100			_aRonald Lane, W.
245			_aKleppner's advertising procedure
250			_a17th ed.
260			_aUpper Saddle River, N.J. : _bPearson/Prentice Hall, _c©2008.
300			_axx, 829 pages : _billustrations (chiefly color) ;
500			_aIncludes index
505			_aChapter 1. Background of Today's Advertising -- Chapter 2. Roles of Advertising -- Chapter 3. The Advertising Spiral and Brand Planning -- Chapter 4. Target Marketing -- Chapter 5. The Advertising Agency, Media Services, and Other Services -- Chapter 6. The Advertiser's Marketing/Advertising Operation -- Chapter 7. 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. Internet and Direct Response Advertising -- Chapter 14. Sales Promotion -- Chapter 15. Research in Advertising -- Chapter 16. Creating the Message -- Chapter 17. The Total Concept: Words and Visuals -- Chapter 18. Print Production -- Chapter 19. The Television Commercial -- Chapter 20. The Radio Commercial -- Chapter 21. Trademarks and Packaging -- Chapter 22. The Complete Campaign -- Chapter 23. International Advertising -- Chapter 24. Economic, Social, and Legal Effects of Advertising.
520			_aPrimarily intended for undergraduate students majoring in advertising, marketing, and management Kleppner's Advertising Procedure blends together all relevant contemporary information as it relates to the practice of advertising with accuracy and foresight.
650			_aAdvertising.
700			_aThomas Russell, J.
700			_aWhitehill King, Karen
942			_cREF
999			_c39641 _d39641