Kleppner's advertising procedure /
| Основен автор: | Russell, Thomas, 1941- |
|---|---|
| Други автори: | Lane, W. Ronald, 1940-, Kleppner, Otto, 1899- |
| Формат: | Книга |
| Език: | English |
| Публикувано: |
Upper Saddle River, N.J. :
Prentice Hall,
c1999.
|
| Издание: | 14th ed. |
| Предмети: |
Съдържание:
- Part I.
- Place of Advertising
- Chapter 1.
- Background of Today's Advertising
- Chapter 2.
- Roles of Advertising
- Part II.
- Planning the Advertising
- Chapter 3.
- Advertising Spiral and Brand Planning
- Chapter 4.
- Target Marketing
- Part III.
- Managing the Advertising
- Chapter 5.
- Advertising Agency, Media Services, and Other Services
- Chapter 6.
- Advertiser's Marketing/Advertising Operation
- Part IV.
- Media
- Chapter 7.
- Basic Media Strategy
- Chapter 8.
- Using Television
- Chapter 9.
- Using Radio
- Chapter 10.
- Using Newspapers
- Chapter 11.
- Using Magazines
- Chapter 12.
- Out-of-Home Advertising
- Chapter 13.
- Direct-Response and Internet Advertising
- Chapter 14.
- Sales Promotion
- Part V.
- Creating the Advertising
- Chapter 15.
- Research in Advertising
- Chapter 16.
- Creating the Copy
- Chapter 17.
- Total Concept: Words and Visuals
- Chapter 18.
- Print Production
- Chapter 19.
- Television Commercial
- Chapter 20.
- Radio Commercial
- Chapter 21.
- Trademarks and Packaging
- Chapter 22.
- Complete Campaign
- Part VI.
- Other Environments of Advertising
- Chapter 23.
- Retail Advertising
- Chapter 24.
- International Advertising
- Chapter 25.
- Legal and Other Restraints on Advertising
- Chapter 26.
- Economic and Social Effects of Advertising.