This classic book introduces advertising as both an art and science while providing readers with a broad discussion of advertising issues and functions. Covering the entire field of advertising with special emphasis in IMC and new technologies, the book places advertising within a contemporary, integrated marketing framework to demonstrate how advertising must be coordinated with all other aspects of marketing communications. Chapter topics look at the background of today's advertising; roles of advertising; target marketing; the advertiser's marketing/advertising operation; basic media strategy; using television, radio, newspapers, and magazines; out-of-home advertising; direct-response and internet advertising; sales promotion; research in advertising; creating the copy; the total concept: words &amp; visuals; print production; the television commercial; the radio commercial; trademarks and packaging; the complete campaign; retail advertising; international advertising; legal and other restraints on advertising; and economics and social effects of advertising. For individuals interested in the fields of advertising, communications, journalism, and marketing.

Kleppner's Advertising Procedure (15th Edition)

Business & Money

Russell, Thomas

Lane, W. Ronald

Kleppner, Otto

Russell, J.Thomas

Marketing & Sales

PRENTICE/HALL

Synopsis: This classic book introduces advertising as both an art and science while providing readers with a broad discussion of advertising issues and functions. Covering the entire field of advertising with special emphasis in IMC and new technologies, the book places advertising within a contemporary, integrated marketing framework to demonstrate how advertising must be coordinated with all other aspects of marketing communications. Chapter topics look at the background of today's advertising; roles of advertising; target marketing; the advertiser's marketing/advertising operation; basic media strategy; using television, radio, newspapers, and magazines; out-of-home advertising; direct-response and internet advertising; sales promotion; research in advertising; creating the copy; the total concept: words & visuals; print production; the television commercial; the radio commercial; trademarks and packaging; the complete campaign; retail advertising; international advertising; legal and other restraints on advertising; and economics and social effects of advertising. For individuals interested in the fields of advertising, communications, journalism, and marketing.

Kleppner's Advertising Procedure (15th Edition) Tabbed Review Copy

Read all about the world of our four-legged friends with the Pebble Dogs set. From Dachshunds to Dalmatians, young readers will learn about the unique traits and basic care of different kinds of dogs. Fun photographs and interesting facts bring these favo

Advertising: A Framework

Covering the entire field of advertising with special emphasis on IMC and new technologies, it places advertising within a contemporary, integrated marketing framework to demonstrate how advertising must be coordinated with all other aspects of marketing communications. The book covers four basic concept of advertising: the place of advertising, planning the advertising, managing the advertising, and media. Account people and creative people in the field of marketing communication, branding, integrated communications, and new media advertising.

Kleppner's Advertising Procedure

King, Karen

Lane, Ronald

Pearson College Div

This classic introduction to advertising provides a broad overview of advertising issues and functions. It places the advertising function within a contemporary, integrated marketing framework--showing how the advertising function must be coordinated with all other aspects of marketing communications within the matrix of the total business function.

Kleppner's Advertising Procedure (The Prentice Hall Series in Marketing)

Lane, W. Rona

Prentice-Hall Press

Discusses the background and role of advertising; planning, creating, and managing advertising; and using television and radio as well as print media and direct mail

In 330 AD, the Emperor Constantine consecrated the new capital of the eastern Roman Empire on the site of the ancient city of Byzantium. Its later history is well known, yet comparatively little is known about the city before it became Constantinople, and then Istanbul. Although it was just a minor Greek polis located on the northern fringes of Hellenic culture, surrounded by hostile Thracian tribes and denigrated by one ancient wit as the "armpit of Greece," Byzantium did nevertheless possess one unique advantage--control of the Bosporus strait. This highly strategic waterway links the Aegean to the Black Sea, thereby conferring on the city the ability to tax maritime traffic passing between the two. Byzantium and the Bosporus is a historical study of the city of Byzantium and its society, epigraphy, culture, and economy, which seeks to establish the significance of its geographical circumstances and in particular its relationship with the Bosporus strait. Examining the history of the region through this lens reveals how over almost a millennium it came to shape many aspects of the lives of its inhabitants, illuminating not only the nature of economic exploitation and the attitudes of ancient imperialism, but also local industries and resources and the genesis of communities' local identities. Drawing extensively on Dionysius of Byzantium's Anaplous Bosporou, an ancient account of the journey up the Bosporus, and on local inscriptions, what emerges is a meditation on regional particularism which reveals the pervasive influence that the waterway had on the city of Byzantium and its local communities and illustrates how the history of this region cannot be understood in isolation from its geographical context. This volume will be of interest to all those interested in classical history more broadly and to Byzantinists seeking to explore the history of the city before it became Constantinople.

Byzantium and the Bosporus: A Historical Study, from the Seventh Century BC until the Foundation of Constantinople (Oxford Classical Monographs)

History

Ancient Civilizations

Oxford University Press

The Lectures forming the main part of this volume were presented at the London School of Economics and Political Science and, collected, purport not to be a working textbook of Advertising, but rather a statement of practical principles. Every opportunity has been taken to illustrate, with examples described from actual practice, the theories propounded. The business of Advertising still suffers from the prejudices created by earlier misconduct. But Advertising has become a necessity: anyone who wants to do business on a large scale must advertise in some way. Commercial Advertising examines how this state of affairs came about, and how businesses conduct their Advertising in the modern age. First published in 1919.

Commercial Advertising (RLE Advertising)

Reference

Routledge

This scarce antiquarian book is a facsimile reprint of the original. Due to its age, it may contain imperfections such as marks, notations, marginalia and flawed pages. Because we believe this work is culturally important, we have made it available as part of our commitment for protecting, preserving, and promoting the world's literature in affordable, high quality, modern editions that are true to the original work.

The Life And Public Services Of Honorable Henry Wilson

Biographies & Memoirs

Nason, Elias

Historical

Kessinger Publishing, LLC

This book, originally published by OISE Press in 1980, is designed for all those concerned with curricular issues, particularly through graduate study or research. And, because the essays reflect in a disciplined and systematic manner on aspects of educational experience, the book will have a wide appeal to those interested in qualitative research methodologies.

Seeing Curriculum In A New Light

Science & Math

Munby, Hugh

Orpwood, Graham

Science for Kids

University Press of America

See the best price to sell, buy, or rent books by Russell, Thomas. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Russell, Thomas

See the best price to sell, buy, or rent books by Russell, Thomas. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Kleppner's Advertising Procedure (15th Edition)

Kleppner's Advertising Procedure (15th Edition) Tabbed Review Copy

Advertising: A Framework

Kleppner's Advertising Procedure

Kleppner's Advertising Procedure (The Prentice Hall Series in Marketing)

Kleppner's Advertising Procedure (The Prentice Hall Series in Marketing)

Byzantium and the Bosporus: A Historical Study, from the Seventh Century BC until the Foundation of Constantinople (Oxford Classical Monographs)

Commercial Advertising (RLE Advertising)

The Life And Public Services Of Honorable Henry Wilson

Seeing Curriculum In A New Light