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Kleppner's Advertising Procedure

ISBN: 9780133747867 | 0133747867
Edition: 13th
Format: Hardcover
Publisher: Prentice Hall Professional Technical Reference
Pub. Date: 8/1/1995

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Table of Contents
The Place of Advertisingp. 1
Background of Today's Advertisingp. 3
Roles of Advertisingp. 22
Planning the Advertisingp. 53
The Advertising Spiral and Brand Planningp. 55
Target Marketingp. 76
Managing the Advertisingp. 111
The Advertising Agency, Media Services, and Other Servicesp. 113
The Advertiser's Marketing/Advertising ... MOREp. 134
Mediap. 155
Basic Media Strategyp. 157
Using Televisionp. 187
Using Radiop. 225
Using Newspapersp. 250
Using Magazinesp. 286
Out-Of-Home Advertisingp. 330
Direct-Response and Direct-Mail Advertisingp. 356
Sales Promotionp. 396
Creating the Advertisingp. 435
Research in Advertisingp. 437
Creating the Copyp. 459
The Total Concept: Words and Visualsp. 482
Print Productionp. 502
The Television Commercialp. 532
The Radio Commercialp. 554
Trademarks and Packagingp. 568
The Complete Campaignp. 591
Other Environments of Advertisingp. 621
Retail Advertisingp. 623
International Advertisingp. 643
Legal and Other Restraints on Advertisingp. 662
Economic and Social Effects of Advertisingp. 693
Table of Contents provided by Blackwell. All Rights Reserved.

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