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AuthorKleppner, Otto, 1899-
TitleAdvertising procedure / Otto Kleppner, with the collaboration of Norman A.P. Govoni
Imprint Englewood Cliffs, N.J. : Prentice-Hall, [c1979]
Edition 7th ed
Descript 630 p. : ill. ; 24 cm


Background of today's advertising -- Roles of advertising -- The advertising spiral -- Specific purposes of campaigns -- Target marketing -- Basic media strategy -- Using television -- Using radio -- Using newspapers -- Using magazines -- Outdoor advertising, transit advertising -- Direct-response advertising, direct-mail advertising -- Sales promotion -- Use of behavioral sciences -- Creating the copy -- The headline/visualization match, layouts -- Print production -- The television commercial -- The radio commercial -- Trademarks, packaging -- The advertising agency, media services and other services -- The advertiser's marketing/advertising operation -- The complete campaign -- Retail advertising -- Advertising to business -- Legal and other restraints on advertising -- Economic and social aspects of advertising -- On getting the first job


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