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Kleppner's Advertising procedure / W. Ronald Lane, Karen Whitehill King, Tom Reichert.

By: Contributor(s): Material type: TextTextPublisher: New Jersey : Prentice Hall/Pearson, [2011]Copyright date: ©2011Edition: 18th editionDescription: xx, 817 pages : chiefly colour illustrations ; 29 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780132465519 (pbk.)
  • 0132465515 (pbk.)
Other title:
  • Advertising procedure
Subject(s): LOC classification:
  • HF 5823 .L245 2011
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.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Reserved Books Reserved Books Tanay College Library Reserve Section Non-fiction HF 5823 .L245 2011 (Browse shelf(Opens below)) Available URSTAN-N2142

Includes bibliographical references (pages 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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