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Kleppner's Advertising Procedure (18th Edition)

Kleppner's Advertising Procedure (18th Edition)
Author: Ron Lane - Karen King - Tom Reichert
ISBN 13: 9780136110828
ISBN 10: 136110827
Edition: 18
Publisher: Pearson
Publication Date: 2010-01-25
Format: Hardcover
Pages: 840
List Price: $284.60

Kleppner’s Advertising Procedure introduces readers to advertising by providing insight from professionals and recent examples that highlight the best advertisements and promotional techniques.

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

MARKET: For account and/or creative people in the field of marketing communication, branding, integrated communications, and new media advertising.