000			02028nam a2200313 a 4500
001			000014517
005			20160221095529.0
008			110905m20111999xxuado grn 001 0 eng d
942			_c
020			_a0136110827 _c(pasta dura)
020			_a9780136110828 _c(pasta dura)
040			_aCO-BrUAC _bspa _cCO-BrUAC _dCO-BrUAC
041	0		_aeng
082	0	4	_a659.1 _bL265 _222 ed.
100	1		_aLane, W. Ronald _d1940-
245	1	0	_aKlepperner's advertising procedure / _cW. Ronald Lane, Karen Whitehill King, Tom Reichert.
250			_a18 ed.
260			_aBoston : _bPrentice Hall, _c2011.
300			_a817 p. : _bil., grafs., diagrs., fot. col., byn., etc.
504			_aIncluye referencias bibliográficas, glosario, índice, etc.
505	0		_aPte. 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.
544	1		_aDisponible en la Colección General.
650	1	0	_aAdvertising
630	0	4	_aPublicidad
650	1	4	_aPropaganda
650	1	4	_aCarteles Modernos
700	1		_aWhitehill King, Karen
700	1		_aReichert, Tom
999			_c14362 _d14362