Advertising Procedure HB :: FREE Shipping

Advertising Procedure

Hardback book by Otto Kleppner
Seventh Edition
Over 600 pages
Copyright 1979, 1973, 1966, 1950, 1941, 1933, 1925 by Prentice-Hall, Inc.

Contents includes:

" Part One: THE PLACE OF ADVERTISING
1. Background of Today's Advertising
2. Roles of Advertising

Part Two: PLANNING THE ADVERTISING
3. The Advertising Spiral
4. Specific Purposes of Campaigns
5. Target Marketing

Part Three: MEDIA
6. Basic Media Strategy
7. Using Television
8. Using Radio
9. Using Newspapers
10. Using Magazines
11. Outdoor Advertising * Transit Advertising
12. Direct-Response Advertising * Direct-Mail Advertising
13. Sales Promotion

Part Four: CREATING ADVERTISING
14. Use of Behavioral Sciences
15. Creating the Copy
16. The Headline/Visualization Match * Layouts
17. Print Production
18. The Television Commercial
19. The Radio Commercial
20. Trademarks * Packaging

Part Five: MANAGING THE ADVERTISING
21. The Advertising Agency * Media Services and Other Services
22. The Advertiser's Marketing/Advertising Operation
23. The Complete Campaign

Part Six: OTHER WORLDS OF ADVERTISING
24. Retail Advertising
25. Advertising to Business

Part Seven: ADVERTISING AS AN INSTITUTION
26. Legal and Other Restraints on Advertising
27. Economic and Social Aspects of Advertising
P.S. On Getting the First Job

APPENDIX
Sources of Information
Glossary
Index "

The book is in good condition with some dirt marks on the side edges of the pages, mostly visible from the side view.
The cover has some minor edgewear mostly around the corners.
No torn or ripped pages.
The previous owner's name is written on the inside cover.
No other markings or writing.

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