Advertising Procedure HB

• 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.

plus the shipping cost & handling fee listed below:

==> Contiguous US 48 states ONLY.
==> Sorry but NO INTERNATIONAL SALES Sorry but no sales to Alaska & Hawaii.