Kleppner's advertising procedure / J. Thomas Russell and W. Ronald Lane

By: Contributor(s): Material type: TextTextPublication details: Englewood Cliffs, New Jersey : Prentice-Hall, c1990Edition: Eleventh EditionDescription: xviii, 718 pages : illustrations ; 29 cmISBN:
  • 135163374
Subject(s): LOC classification:
  • HF 5823 .K54 1990
Contents:
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
Item type: Books
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Holdings
Item type Current library Home library Collection Call number Copy number Status Date due Barcode
Books Books National University - Manila LRC - Annex II General Circulation Marketing Management GC HF 5823 .K54 1990 (Browse shelf(Opens below)) c.1 Available NULIB000016665

Includes index.

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

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