Lane, W. Ronald. <br/><br/>
Kleppner's Advertising procedure / 

 - 17th ed. 
 - Boston ;  Upper Saddle River, New Jersey :  Pearson Education Inc.,  c2008. 
 - xx, 829 pages :  illustrations ; 
<br/><br/> Includes bibliographical references and index. 
<br/><br/>Background of today's advertising -- Roles of advertising -- Brand planning and the advertising spiral -- Target marketing -- The advertising agency, media services, and other services -- The advertiser'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. 
<br/><br/><label>ISBN: </label>9780136110828 0136110827 9780132465519 0132465515 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.
<br/><br/><label>LC Class. No.: </label>HF 5823  / RON