Russell, J. Thomas <br/><br/>
Kleppner's advertising procedure / 
J. Thomas Russell and W. Ronald Lane 
 - Eleventh Edition 
 - Englewood Cliffs, New Jersey :  Prentice-Hall,  c1990 
 - xviii, 718 pages :  illustrations ;  29 cm. 
<br/><br/>Includes index. 
<br/><br/>Background of today's advertising -- Roles of advertising -- The advertising spiral and brand planning -- Target marketing -- The advertising agency, media services, and other services -- The advertiser's marketing/advertising operation -- Basic media strategy -- Using television -- Using radio -- Using newspaper -- Using magazines -- Out-of-home advertising -- Direct-response and direct-mail advertising -- Sales promotion -- Research in advertising -- Creating the copy -- The total concept : words and visuals -- Print production -- The television commercial -- The radio commercial -- Trademarks and packaging -- The complete campaign -- Retail advertising -- International advertising -- Legal and other restraints on advertising -- Economic and social effects of advertising 
<br/><br/><label>ISBN: </label>135163374 
<br/><br/><label>Subjects--Topical Terms: </label><br/>ADVERTISING
<br/><br/><label>LC Class. No.: </label>HF 5823 .K54 1990