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

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