Test Bank for Kleppners Advertising Procedure 18th Edition by Lane
Product details:
- ISBN-10 : 0136110827
- ISBN-13 : 978-0136110828
- Author: LaneKleppner’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.
Table contents:
Part I: The Place of Advertising
Chapter 1. Background of Today’s Advertising
Chapter 2. Roles of Advertising
Part II: Planning the Advertising
Chapter 3. Brand Planning and the Advertising Spiral
Chapter 4. Target Marketing
Part III: Target Marketing
Chapter 5. The Advertising Agency, Media Services, and Other Services
Chapter 6. The Advertiser’s Marketing/Advertising Operation
Part IV: Media
Chapter 7. 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. Digital and Direct-Response Advertising
Chapter 14. Sales Promotion
Part V: Creating the Advertising
Chapter 15. Research in Advertising
Chapter 16. Creating the Message
Chapter 17. The Total Concept: Words and Visuals
Chapter 18. Print Production
Chapter 19. Video and the Commercial
Chapter 20. The Radio Commercial
Chapter 21. Trademarks and Packaging
Chapter 22. The Complete Campaign
Part VI: Other Environments of Advertising
Chapter 23. International Advertising
Chapter 24. Economic, Social, and Legal Effects of Advertising
People also search:
kleppner’s advertising procedure (18th edition) pdf
kleppner’s advertising procedure 18th edition
how to promote an advertisement
how to advertise removal business
