Kleppner's Advertising procedure
| Main Authors: | , , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Upper Saddle River :
Prentice Hall/Pearson ,
c2011
|
| Edition: | 18th ed. |
| Subjects: |
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