rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Kleppner's Advertising procedure
  name:
    name part: Lane, W. Ronald
    name part: 1940-
    role:
      role term: creator
    role:
      role term: author
  name:
    name part: King, Karen Whitehill
    role:
      role term: author
  name:
    name part: Reichert, Tom
    role:
      role term: author
  type of resource: text
  genre: bibliography
  origin info:
    place:
      place term: nju
    place:
      place term: Upper Saddle River
    publisher: Prentice Hall/Pearson
    date issued: c2011
    date issued: 2011
    edition: 18th ed.
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: print
    extent: xx, 817 p. : ill. (chiefly col.) ; 29 cm.
  table of contents: 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
  note: W Ronald Lane, Karen Whitehill King, Tom Reichert
  note: Includes bibliographical references (p 789-799) and index
  subject:
    topic: Advertising
  identifier: 0132465515 (pbk.)
  identifier: 0136110827 (alk. paper)
  identifier: 9780132465519 (pbk.)
  identifier: 9780136110828 (alk. paper)
  record info:
    record creation date: 091116
    record change date: 20171231093000.0
    record identifier: 0000068302