Lane, W. Ronald. creator King, Karen Whitehill. Russel, Thomas. text Boston Upper Saddle River, New Jersey Pearson Education Inc. c2008 17th ed. monographic xx, 829 pages : illustrations ; 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. Includes bibliographical references and index. Advertising HF 5823 RON 9780136110828 0136110827 9780132465519 0132465515