Kleppner's Advertising Procedure

Name: Kleppner's Advertising Procedure
Price: 5.7 USD
Availability: InStock
ISBN: 9780132308298

ISBN-10: 0132308290

ISBN-13: 9780132308298

Edition: 17th 2008

Authors: W. Ronald Lane, Karen Whitehill King, J. Thomas Russell

List price: $198.67

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Description:

nbsp; There are few areas of business and marketing that operate in a more dynamic atmosphere than advertising and promotion.nbsp; The process of new product and target audience research, branding and product development, executing creative sales approaches, and selecting media and non-traditional marketing communication placement are part of an evolving process that is undergoing dramatic change.nbsp;The primary reason for publication of this new edition is to reflect this environment.Account people and creative people in the field of marketing communication, branding, integrated communications, and new media advertising. nbsp; nbsp;

Book details

List price: $198.67
Edition: 17th
Copyright year: 2008
Publisher: Prentice Hall PTR
Publication date: 7/20/2007
Binding: Hardcover
Pages: 864
Size: 8.75" wide x 11.00" long x 1.25" tall
Weight: 4.290
Language: English




Background of Todays Advertising



Roles of Advertising



The Advertising Spiral and Brand Planning



Target Marketing



The Advertising Agency, Media Services, and Other Services



The Advertisers Marketing/Advertising Operation



Media Strategy



Using Television



Using Radio



Using Newspapers



Using Magazines



Out-of-Home Advertising



Internet and Direct Response Advertising



Sales Promotion



Research in Advertising



Creating the Message



The Total Concept: Words and Visuals



Print Production



The Television Commercial



The Radio Commercial



Trademarks and Packaging



The Complete Campaign



International Advertising



Economic, Social, and Legal Effects of Advertising