Kleppners advertising procedure /
Advertising procedure
W. Ronald Lane, Karen Whitehill King, Tom Reichert.
- 17th ed.
- Boston : Prentice Hall, 2008.
- xx, 829 p. : col. ill ; 28 cm.
Includes bibliographical references and index.
Background of todays advertising -- Roles of advertising -- Brand planning and the advertising spiral -- Target marketing -- The advertising agency, media services, and other services -- The advertisers 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.