Kleppner's Advertising Procedure

Kleppner's Advertising Procedure

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This textbook describes the most general aspects of advertising, and then moves toward the specific. Chapters cover the role of advertising, brand planning and target marketing, the management of advertising campaigns, the various media involved, the creation of ads, and other environments of advertThe Namestormers use software to help develop product and company names such as CarMax (used-car dealer ... such as Polaroid Captiva, Nissan Pathfinder, Oldsmobile Achieva, Clairol Affluence, Honda Fourtrax atv, and GMC Yukon. ... word aquot;theaquot; to the word or design; never add a design to the word or vice versa; and never make the mark a possessive noun. ... entire environment the packaging is working within a€” the producta#39;s durability; manuals, instructions, and other printedanbsp;...

Title:Kleppner's Advertising Procedure
Author:Thomas Russell, W. Ronald Lane
Publisher: - 2002


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