Kleppner's Advertising Procedure

ISBN-10: 0136110827

ISBN-13: 9780136110828

Edition: 18th 2011

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Description: 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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Book details

List price: $156.99
Edition: 18th
Copyright year: 2011
Publisher: Pearson Education, Limited
Publication date: 1/15/2010
Binding: Hardcover
Pages: 840
Size: 8.75" wide x 11.25" long x 1.50" tall
Weight: 4.686
Language: English

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