Klepperner's advertising procedure /
Lane, W. Ronald 1940-
Klepperner's advertising procedure / W. Ronald Lane, Karen Whitehill King, Tom Reichert. - 18 ed. - Boston : Prentice Hall, 2011. - 817 p. : il., grafs., diagrs., fot. col., byn., etc.
Incluye referencias bibliográficas, glosario, índice, etc.
Pte. 1. The place of advertising -- Cap. 1. Background of today's advertising -- 2. Roles of advertising -- Pte. 2. Planning the advertising -- Cap. 3. Brand planning and the advertising spiral -- 4. Target marketing -- Pte. 3. Managing the advertising -- Cap. 5. The advertising agency, media services, and other services -- 6. The advertiser's marketing/advertising operation -- Pte. 4. Media -- Cap. 7. Media strategy -- 8. Using television -- 9. Using radio -- 10. Using newspapers -- 11. Using magazines -- 12. Out-of-home advertising -- 13. Digital and direct-response advertising -- 14. Sales promotion -- Pte. 5. Creating the advertising -- Cap. 15. Research in advertising -- 16. Creating the message -- 17. The total concept: words and visuals -- 18. Print production -- 19. Video and the commercial -- 20. The radio commercial -- 21. Trademarks and and packaging -- 22. The complete campaign -- Pte. 6. Other environments of advertising -- Cap. 23. International advertising -- 24. Economic, social, and legal effects of advertising.
Disponible en la Colección General.
0136110827 (pasta dura) 9780136110828 (pasta dura)
Publicidad
Advertising
Propaganda
Carteles Modernos
659.1 / L265
Klepperner's advertising procedure / W. Ronald Lane, Karen Whitehill King, Tom Reichert. - 18 ed. - Boston : Prentice Hall, 2011. - 817 p. : il., grafs., diagrs., fot. col., byn., etc.
Incluye referencias bibliográficas, glosario, índice, etc.
Pte. 1. The place of advertising -- Cap. 1. Background of today's advertising -- 2. Roles of advertising -- Pte. 2. Planning the advertising -- Cap. 3. Brand planning and the advertising spiral -- 4. Target marketing -- Pte. 3. Managing the advertising -- Cap. 5. The advertising agency, media services, and other services -- 6. The advertiser's marketing/advertising operation -- Pte. 4. Media -- Cap. 7. Media strategy -- 8. Using television -- 9. Using radio -- 10. Using newspapers -- 11. Using magazines -- 12. Out-of-home advertising -- 13. Digital and direct-response advertising -- 14. Sales promotion -- Pte. 5. Creating the advertising -- Cap. 15. Research in advertising -- 16. Creating the message -- 17. The total concept: words and visuals -- 18. Print production -- 19. Video and the commercial -- 20. The radio commercial -- 21. Trademarks and and packaging -- 22. The complete campaign -- Pte. 6. Other environments of advertising -- Cap. 23. International advertising -- 24. Economic, social, and legal effects of advertising.
Disponible en la Colección General.
0136110827 (pasta dura) 9780136110828 (pasta dura)
Publicidad
Advertising
Propaganda
Carteles Modernos
659.1 / L265