Table of contents for Kleppner's advertising procedure / W. Ronald Lane, Karen Whitehill King, J. Thomas Russell.

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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Contents
Chapter 1: Background of Today?s Advertising...........................................	1						
Chapter 2: Roles of Advertising	20
Chapter 3: The Advertising Spiral and Brand Planning	43
Chapter 4: Target Marketing	57
Chapter 5: The Advertising Agency, Media Services, and Other Services	76
Chapter 6: The Advertiser?s Marketing/Advertising Operation	94
Chapter 7: Media Strategy	111
Chapter 8: Using Television	126
Chapter 9: Using Radio	145
Chapter 10: Using Newspapers	160
Chapter 11: Using Magazines	181
Chapter 12: Out-of-Home Advertising	207
Chapter 13: Internet and Direct Response Advertising	225
Chapter 14: Sales Promotion	246
Chapter 15: Research in Advertising	266
Chapter 16: Creating the Message	282
Chapter 17: The Total Concept: Words and Visuals	296
Chapter 18: Print Production	309
Chapter 19: The Television Commercial	327
Chapter 20: The Radio Commercial	344
Chapter 21: Trademarks and Packaging	356
Chapter 22: The Complete Campaign	372
Chapter 23: International Advertising	383
Chapter 24: Economic, Social, and Legal Effects of Advertising	399

Library of Congress Subject Headings for this publication:

Advertising.