Kleppner's advertising procedure /
J. Thomas Russell, W. Ronald Lane
- 14th ed., Int ed.
- Upper Saddle River, N.J. : Prentice Hall, c1999
- xviii, 716 p. ; 28 cm.
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.