Lane, W. Ronald,  1940- <br/><br/>
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. 
<br/><br/> Includes bibliographical references and index. 
<br/><br/>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. 
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<br/><br/><label>ISBN: </label>9780135126479 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.