White Collar and Corporate Crime or Kleppners Advertising Procedure

White Collar and Corporate Crime

Author: Gill Geis

Prentice Hall’s Masters Series in Criminology brings the work of true masters to life for a new audience of readers, presenting brief and accessible introductions to crime and criminology topics from some of the leading scholars in criminology today. All authors in the series are true academic pioneers, and each book in the series pulls from the authors’ decades of research and writing in their fields. The first and only series of its kind, Prentice Hall’s Masters Series in Criminology introduces readers to the scholars and issues that are at the core of modern criminology.

Interesting textbook: Leadership the Eleanor Roosevelt Way or Sniper One

Kleppner's Advertising Procedure

Author: Thomas Russell

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.

Booknews

A textbook for students who are majoring in advertising and will go on to more advanced courses, for those going into related fields and want a general idea, or for those who simply find the subject interesting. Presents the current techniques, theories, and procedures common to the various elements of the advertising industry. The 14th edition pays more attention to interrelationships of the various fields of marketing communication, and includes innovations such as new media and Web advertising, the move to digital graphics, and recent research. Examples of advertising comprise much of the many and colorful illustrations. The extensive glossary is without pronunciation. Annotation c. by Book News, Inc., Portland, Or.

Table of Contents:

Pt. 1	The Place of Advertising	1
1	Background of Today's Advertising	3
2	Roles of Advertising	22
Pt. 2	Planning the Advertising	53
3	The Advertising Spiral and Brand Planning	55
4	Target Marketing	76
Pt. 3	Managing the Advertising	111
5	The Advertising Agency, Media Services, and Other Services	113
6	The Advertiser's Marketing/Advertising Operation	134
Pt. 4	Media	155
7	Basic Media Strategy	157
8	Using Television	187
9	Using Radio	225
10	Using Newspapers	250
11	Using Magazines	286
12	Out-Of-Home Advertising	330
13	Direct-Response and Direct-Mail Advertising	356
14	Sales Promotion	396
Pt. 5	Creating the Advertising	435
15	Research in Advertising	437
16	Creating the Copy	459
17	The Total Concept: Words and Visuals	482
18	Print Production	502
19	The Television Commercial	532
20	The Radio Commercial	554
21	Trademarks and Packaging	568
22	The Complete Campaign	591
Pt. 6	Other Environments of Advertising	621
23	Retail Advertising	623
24	International Advertising	643
25	Legal and Other Restraints on Advertising	662
26	Economic and Social Effects of Advertising	693