Kleppner's Advertising Procedure /
W. Ronald Lane, Karen Whitehill King, & Tom Reichert.
- 18th edn.
- Upper Saddle River, N.J. : Prentice Hall Pearson, 2011.
- xx, 817 p. : ill. (col.) ; 29 cm.
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.