Kleppner's Advertising Procedure / W. Ronald Lane, Karen Whitehill King, & Tom Reichert.
Material type:
TextPublication details: Upper Saddle River, N.J. : Prentice Hall Pearson, 2011.Edition: 18th ednDescription: xx, 817 p. : ill. (col.) ; 29 cmISBN: - 9780136110828 (hb)
- 0136110827 (hb)
- 659.1 22 /LAN
- HF5823 .L265 2011
| Item type | Current library | Collection | Shelving location | Call number | Copy number | Status | Date due | Barcode |
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Dato Maznah Library & Information Services | Open Collection | H Social Sciences | HF5823 .L265 2011 (Browse shelf(Opens below)) | 1 | Available | 10079458 |
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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