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

By: Russell, J. Thomas [author]Contributor(s): Lane, W. Ronald [co-author]Material type: Text

TextPublication details: Englewood Cliffs, N.J.: Prentice Hall, c1990Edition: Eleventh EditionDescription: xviii, 718 pages : illustrations ; 29 cmSubject(s): ADVERTISINGLOC 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

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Item type	Current library	Home library	Collection	Shelving location	Call number	Copy number	Status	Date due	Barcode
Books	LRC - Annex II	National University - Manila	Marketing Management	General Circulation	GC HF 5823 .K54 1990 (Browse shelf (Opens below))	c.1	Available		NULIB000016665

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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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