01368cam a2200229 a 4500 9780136110828 0136110827 9780132465519 0132465515 HF 5823 RON Lane, W. Ronald. Kleppner's Advertising procedure / 17th ed. Boston ; Upper Saddle River, New Jersey : Pearson Education Inc., c2008. xx, 829 pages : illustrations ; Includes bibliographical references and index. 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. Advertising. King, Karen Whitehill. Russel, Thomas. lcc BK 0 0 lcc 0 GIMPA GIMPA REF 2013-03-21 Purchase 0 HF 5823 RON 59387 2023-10-09 2023-10-09 BK 3569 3569