000			02112nam a2200241 4500
001			vtls001823260
003			MY-SjTCS
005			20200226121251.0
008			110218t1999 nju 001 eng
020			_a0139619135 (pbk.)
039		9	_a201909031214 _bummi _c201102181255 _dVLOAD _y200407271912 _zVLOAD
082	0	4	_a659.1 _bRUS
100	1		_aRussell, J. Thomas, _d1941- _910823
245	1	0	_aKleppner's advertising procedure / _cJ. Thomas Russell, W. Ronald Lane
250			_a14th ed., Int ed.
260			_aUpper Saddle River, N.J. : _bPrentice Hall, _cc1999
300			_axviii, 716 p. ; _c28 cm.
505			_aPreface. - 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.
650		0	_aAdvertising.
700	1		_aLane, W. Ronald, _d1940- _e(j.a.) _910824
920			_aGEN : 101463
921			_aMCS(USM) : 201405, 201406, 201407
999			_c179820 _d179820