{"product_id":"0136110827-kleppners_advertising_procedure","title":"Kleppner's Advertising Procedure","description":"\n\n\u003cp\u003e\u003c\/p\u003e\n\u003cp\u003e\u003ci\u003eKleppner’s Advertising Procedure\u003c\/i\u003e introduces readers to advertising by providing insight from professionals and recent examples that highlight the best advertisements and promotional techniques.\u003c\/p\u003e\n\u003cp\u003eBackground of Today’s Advertising; Roles of Advertising; Brand Planning and the Advertising Spiral; Target Marketing; The Advertising Agency, Media Services, and Other Services; The Advertiser’s Marketing\/Advertising Operation; Media Strategy; Using Television; Using Radio; Using Newspapers; Using Magazines; Out-of-Home Advertising; Digital and Direct-Response Advertising; Sales Promotion; Research in Advertising; Creating the Message; The Total Concept: Words and Visuals; Print Production; Video and the Commercial; The Radio Commercial; Trademarks and Packaging; The Complete Campaign; International Advertising; Economic, Social, and Legal Effects of Advertising\u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eMARKET\u003c\/b\u003e: For account and\/or creative people in the field of marketing communication, branding, integrated communications, and new media advertising.\u003c\/p\u003e\n\u003cbr\u003e\u003cp\u003eCategories:\u003c\/p\u003e\u003cul class=\"category-tree\"\u003e\n\u003cli\u003eBusiness \u0026amp; Money\u003cul class=\"category-tree\"\u003e\n\u003cli\u003eMarketing \u0026amp; Sales\u003cul class=\"category-tree\"\u003e\u003cli class=\"category-tree\"\u003eAdvertising\u003c\/li\u003e\u003c\/ul\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\n","brand":"Pearson","offers":[{"title":"Used - Acceptable","offer_id":48799025037502,"sku":"0136110827-5","price":133.24,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0640\/9689\/5166\/files\/91ItT8nB-YL.jpg?v=1787947756","url":"https:\/\/shop.sustainablebooks.com\/products\/0136110827-kleppners_advertising_procedure","provider":"Sustainable Books","version":"1.0","type":"link"}