TY  - BOOK
AU  - Russell,J.Thomas
AU  - Lane,W.Ronald
TI  - Kleppner's advertising procedure
SN  - 0139619135 (pbk.)
U1  - 659.1 
PY  - 1999///
CY  - Upper Saddle River, N.J.
PB  - Prentice Hall
KW  - Advertising
N1  - 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
ER  -