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20171231093000.0 |
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091116s2011 njua b 001 0 eng |
| 020 |
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|a 0132465515 (pbk.)
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| 020 |
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|a 0136110827 (alk. paper)
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| 020 |
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|a 9780132465519 (pbk.)
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| 020 |
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|a 9780136110828 (alk. paper)
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| 090 |
0 |
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|a HF5823
|b .K45 2011
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| 100 |
1 |
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|a Lane, W. Ronald ,
|d 1940- ,
|e author
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| 245 |
1 |
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|a Kleppner's Advertising procedure
|c W Ronald Lane, Karen Whitehill King, Tom Reichert
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| 250 |
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|a 18th ed.
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| 260 |
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|a Upper Saddle River :
|b Prentice Hall/Pearson ,
|c c2011
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| 300 |
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|a xx, 817 p. :
|b ill. (chiefly col.) ;
|c 29 cm.
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| 504 |
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|a Includes bibliographical references (p 789-799) and index
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| 505 |
0 |
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|a 1. Background of today's advertising -- 2. Roles of advertising -- 3. Brand planning and the advertising spiral -- 4. Target marketing -- 5. The advertising agency, media services, and other services -- 6. The advertiser's marketing/advertising operation -- 7. Media strategy -- 8. Using television -- 9. Using radio -- 10. Using newspapers -- 11. Using magazines -- 12. Out-of-home advertising -- 13. Digital and direct-response advertising -- 14. Sales promotion -- 15. Research in advertising -- 16. Creating the message -- 17. The total concept : words and visuals -- 18. Print production -- 19. Video and the commercial -- 20. The radio commercial -- 21. Trademarks and packaging -- 22. The complete campaign -- 23. International advertising -- 24. Economic, social, and legal effects of advertising
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| 650 |
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0 |
|a Advertising
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| 700 |
1 |
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|a King, Karen Whitehill ,
|e author
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| 700 |
1 |
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|a Reichert, Tom ,
|e author
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| 999 |
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|a 1000135153
|b Book
|c OPEN SHELF (30 DAYS)
|e Gong Badak Campus
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