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Kleppner's advertising procedure / J. Thomas Russell, W. Ronald Lane

By: Russell, J. Thomas, 1941-.
Contributor(s): Lane, W. Ronald, 1940- [(j.a.)].
Publisher: Upper Saddle River, N.J. : Prentice Hall, c1999Edition: 14th ed., Int ed.Description: xviii, 716 p. ; 28 cm.ISBN: 0139619135 (pbk.).Subject(s): AdvertisingDDC classification: 659.1
Contents:
Preface. - Instructor support material. - Acknowledgments. - About the authors. - Pt. I. The place of advertising. Ch. 1. Background of today's advertising. Ch. 2. Roles of advertising. - Pt. II. Planning the advertising. Ch. 3. The advertising spiral and brand planning. Ch. 4. Target marketing. - Pt. III. Managing the advertising. Ch. 5. The advertising agency, media services, and other services. Ch. 6. The advertiser's marketing / advertising operation. - Pt. IV. Media. Ch. 7. Basic media strategy. Ch. 8. Using television. Ch. 9. Using radio. Ch. 10. Using newspapers. Ch. 11. Using magazines. Ch. 12. Out-of-home advertising. Ch. 13. Direct-response and direct-mail advertising. Ch. 14. Sales promotion. - Pt. V. Creating the advertising. Ch. 15. Research in advertising. Ch. 16. Creating the copy. Ch. 17. The total concept : words and visuals. Ch. 18. Print production. Ch. 19. The television commercial. Ch. 20. The radio commercial. 21. Trademarks and packaging. 22. The complete campaign. - Pt. VI. Other environments of advertising. Ch. 22. Retail advertising. Ch. 23. International advertising. Ch. 25. Legal and other restraints on advertising. Ch. 26. Economic and social effects of advertising. - Glossary. - Index.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 2, TierNo 2, BayNo 7

 659.1 RUS (Browse shelf) 1 Available SOMAC,09030,03,RA | TDSxx,29006,03,RM 5000032620
Main Collection Taylor's Library-TU
659.1 RUS (Browse shelf) 1 Available SOMAC,37000,03,RA|TDSxx,29006,03,RM 1000117505

Preface. - Instructor support material. - Acknowledgments. - About the authors. - Pt. I. The place of advertising. Ch. 1. Background of today's advertising. Ch. 2. Roles of advertising. - Pt. II. Planning the advertising. Ch. 3. The advertising spiral and brand planning. Ch. 4. Target marketing. - Pt. III. Managing the advertising. Ch. 5. The advertising agency, media services, and other services. Ch. 6. The advertiser's marketing / advertising operation. - Pt. IV. Media. Ch. 7. Basic media strategy. Ch. 8. Using television. Ch. 9. Using radio. Ch. 10. Using newspapers. Ch. 11. Using magazines. Ch. 12. Out-of-home advertising. Ch. 13. Direct-response and direct-mail advertising. Ch. 14. Sales promotion. - Pt. V. Creating the advertising. Ch. 15. Research in advertising. Ch. 16. Creating the copy. Ch. 17. The total concept : words and visuals. Ch. 18. Print production. Ch. 19. The television commercial. Ch. 20. The radio commercial. 21. Trademarks and packaging. 22. The complete campaign. - Pt. VI. Other environments of advertising. Ch. 22. Retail advertising. Ch. 23. International advertising. Ch. 25. Legal and other restraints on advertising. Ch. 26. Economic and social effects of advertising. - Glossary. - Index.