9780136110828

Kleppner's Advertising Procedure

  • ISBN 13:

    9780136110828

  • ISBN 10:

    0136110827

  • Edition: 18th
  • Format: Hardcover
  • Copyright: 01/15/2010
  • Publisher: Pearson

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

Kleppnerrs"s Advertising Procedureintroduces readers to advertising by providing insight from professionals and recent examples that highlight the best advertisements and promotional techniques. Background of Todayrs"s Advertising; Roles of Advertising; Brand Planning and the Advertising Spiral; Target Marketing; The Advertising Agency, Media Services, and Other Services; The Advertiserrs"s Marketing/Advertising Operation; Media Strategy; Using Television; Using Radio; Using Newspapers; Using Magazines; Out-of-Home Advertising; Digital and Direct-Response Advertising; Sales Promotion; Research in Advertising; Creating the Message; The Total Concept: Words and Visuals; Print Production; Video and the Commercial; The Radio Commercial; Trademarks and Packaging; The Complete Campaign; International Advertising; Economic, Social, and Legal Effects of Advertising MARKET: For account and/or creative people in the field of marketing communication, branding, integrated communications, and new media advertising.

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