| Edition |
11th ed. / J. Thomas Russell, W. Ronald Lane. |
| Description |
xviii, 718 p. : ill. (some col.) ; 29 cm. |
| Series |
Prentice-Hall series in marketing
|
| Note |
Rev. ed. of: Kleppner's advertising procedure / Thomas Russell, Glenn Verrill, W. Ronald Lane. 10th ed. c1988. |
| Bibliography |
Includes bibliographical references and index. |
| 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. |
| Subject |
Advertising.
|
| Added Author |
Lane, W. Ronald, 1940-
|
|
Kleppner, Otto, 1899-1982.
|
| Added Title |
Advertising procedure.
|
| ISBN |
0135163374 |
|
