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Kleppner's Advertising procedure

Author: W Ronald Lane; Karen Whitehill King; Tom Reichert
Publisher: Boston : Pearson, ©2011.
Edition/Format:   Print book : English : 18th edView all editions and formats
Summary:
An all-inclusive introduction to the exciting and dynamic world of advertising. Kleppner’s Advertising Procedure introduces readers to advertising by providing insight from professionals and recent examples that highlight the best advertisements and promotional techniques. This text also provides readers with a clear, comprehensive look at the roles practitioners play from three key perspectives: a firm’s  Read more...
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Document Type: Book
All Authors / Contributors: W Ronald Lane; Karen Whitehill King; Tom Reichert
ISBN: 9780136110828 0136110827 9780132465519 0132465515
OCLC Number: 457155909
Description: xx, 817 pages : illustrations (chiefly color) ; 29 cm
Contents: 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.
Other Titles: Advertising procedure
Responsibility: W. Ronald Lane, Karen Whitehill King, Tom Reichert.

Abstract:

An all-inclusive introduction to the exciting and dynamic world of advertising. Kleppner’s Advertising Procedure introduces readers to advertising by providing insight from professionals and recent examples that highlight the best advertisements and promotional techniques. This text also provides readers with a clear, comprehensive look at the roles practitioners play from three key perspectives: a firm’s marketing/advertising department, an ad agency professional, and media executives. The eighteenth edition reflects how new media has changed advertising.

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<http:\/\/www.worldcat.org\/oclc\/457155909<\/a>> # Kleppner\'s Advertising procedure<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Book<\/a>, schema:CreativeWork<\/a> ;\u00A0\u00A0\u00A0\nlibrary:oclcnum<\/a> \"457155909<\/span>\" ;\u00A0\u00A0\u00A0\nlibrary:placeOfPublication<\/a> <http:\/\/dbpedia.org\/resource\/Boston<\/a>> ; # Boston<\/span>\n\u00A0\u00A0\u00A0\nlibrary:placeOfPublication<\/a> <http:\/\/id.loc.gov\/vocabulary\/countries\/mau<\/a>> ;\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/dewey.info\/class\/659.1\/e22\/<\/a>> ;\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/4929811934#Topic\/reklam<\/a>> ; # Reklam<\/span>\n\u00A0\u00A0\u00A0\nschema:about<\/a> <http:\/\/id.worldcat.org\/fast\/797511<\/a>> ; # Advertising<\/span>\n\u00A0\u00A0\u00A0\nschema:alternateName<\/a> \"Advertising procedure<\/span>\" ;\u00A0\u00A0\u00A0\nschema:bookEdition<\/a> \"18th ed.<\/span>\" ;\u00A0\u00A0\u00A0\nschema:bookFormat<\/a> bgn:PrintBook<\/a> ;\u00A0\u00A0\u00A0\nschema:contributor<\/a> <http:\/\/viaf.org\/viaf\/273748004<\/a>> ; # Karen Whitehill King<\/span>\n\u00A0\u00A0\u00A0\nschema:contributor<\/a> <http:\/\/viaf.org\/viaf\/5228855<\/a>> ; # Tom Reichert<\/span>\n\u00A0\u00A0\u00A0\nschema:copyrightYear<\/a> \"2011<\/span>\" ;\u00A0\u00A0\u00A0\nschema:creator<\/a> <http:\/\/viaf.org\/viaf\/70455525<\/a>> ; # W. Ronald Lane<\/span>\n\u00A0\u00A0\u00A0\nschema:datePublished<\/a> \"2011<\/span>\" ;\u00A0\u00A0\u00A0\nschema:description<\/a> \"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.<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\nschema:description<\/a> \"An all-inclusive introduction to the exciting and dynamic world of advertising. Kleppner\u2019s Advertising Procedure introduces readers to advertising by providing insight from professionals and recent examples that highlight the best advertisements and promotional techniques. This text also provides readers with a clear, comprehensive look at the roles practitioners play from three key perspectives: a firm\u2019s marketing\/advertising department, an ad agency professional, and media executives. The eighteenth edition reflects how new media has changed advertising.<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\nschema:exampleOfWork<\/a> <http:\/\/worldcat.org\/entity\/work\/id\/4929811934<\/a>> ;\u00A0\u00A0\u00A0\nschema:inLanguage<\/a> \"en<\/span>\" ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Kleppner\'s Advertising procedure<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\nschema:productID<\/a> \"457155909<\/span>\" ;\u00A0\u00A0\u00A0\nschema:publication<\/a> <http:\/\/www.worldcat.org\/title\/-\/oclc\/457155909#PublicationEvent\/boston_pearson_2011<\/a>> ;\u00A0\u00A0\u00A0\nschema:publisher<\/a> <http:\/\/experiment.worldcat.org\/entity\/work\/data\/4929811934#Agent\/pearson<\/a>> ; # Pearson<\/span>\n\u00A0\u00A0\u00A0\nschema:workExample<\/a> <http:\/\/worldcat.org\/isbn\/9780132465519<\/a>> ;\u00A0\u00A0\u00A0\nschema:workExample<\/a> <http:\/\/worldcat.org\/isbn\/9780136110828<\/a>> ;\u00A0\u00A0\u00A0\numbel:isLike<\/a> <http:\/\/bnb.data.bl.uk\/id\/resource\/GBB080246<\/a>> ;\u00A0\u00A0\u00A0\numbel:isLike<\/a> <http:\/\/bnb.data.bl.uk\/id\/resource\/GBB012862<\/a>> ;\u00A0\u00A0\u00A0\nwdrs:describedby<\/a> <http:\/\/www.worldcat.org\/title\/-\/oclc\/457155909<\/a>> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n\n

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<http:\/\/dbpedia.org\/resource\/Boston<\/a>> # Boston<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Place<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Boston<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/dewey.info\/class\/659.1\/e22\/<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/experiment.worldcat.org\/entity\/work\/data\/4929811934#Agent\/pearson<\/a>> # Pearson<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nbgn:Agent<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Pearson<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
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<http:\/\/id.loc.gov\/vocabulary\/countries\/mau<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:Place<\/a> ;\u00A0\u00A0\u00A0\ndcterms:identifier<\/a> \"mau<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/id.worldcat.org\/fast\/797511<\/a>> # Advertising<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Intangible<\/a> ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Advertising<\/span>\"@en<\/a> ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/viaf.org\/viaf\/273748004<\/a>> # Karen Whitehill King<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Person<\/a> ;\u00A0\u00A0\u00A0\nschema:familyName<\/a> \"King<\/span>\" ;\u00A0\u00A0\u00A0\nschema:givenName<\/a> \"Karen Whitehill<\/span>\" ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Karen Whitehill King<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/viaf.org\/viaf\/5228855<\/a>> # Tom Reichert<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Person<\/a> ;\u00A0\u00A0\u00A0\nschema:familyName<\/a> \"Reichert<\/span>\" ;\u00A0\u00A0\u00A0\nschema:givenName<\/a> \"Tom<\/span>\" ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"Tom Reichert<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
<http:\/\/viaf.org\/viaf\/70455525<\/a>> # W. Ronald Lane<\/span>\n\u00A0\u00A0\u00A0\u00A0a \nschema:Person<\/a> ;\u00A0\u00A0\u00A0\nschema:birthDate<\/a> \"1940<\/span>\" ;\u00A0\u00A0\u00A0\nschema:familyName<\/a> \"Lane<\/span>\" ;\u00A0\u00A0\u00A0\nschema:givenName<\/a> \"W. Ronald<\/span>\" ;\u00A0\u00A0\u00A0\nschema:name<\/a> \"W. Ronald Lane<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
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<http:\/\/worldcat.org\/isbn\/9780136110828<\/a>>\u00A0\u00A0\u00A0\u00A0a \nschema:ProductModel<\/a> ;\u00A0\u00A0\u00A0\nschema:isbn<\/a> \"0136110827<\/span>\" ;\u00A0\u00A0\u00A0\nschema:isbn<\/a> \"9780136110828<\/span>\" ;\u00A0\u00A0\u00A0\u00A0.\n\n\n<\/div>\n
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