Kleppner's Advertising Procedure (16th Edition)
Editorial Reviews
Book Description
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.
The publisher, Prentice Hall Business Publishing
Completely revised -- this classic introduction to advertising as both an art and science 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. Students explore not only the history, purpose, and role of advertising in our multi-faceted economy, but learn the specific techniques for planning media use, following the creative process, and planning campaigns.
--This text refers to an out of print or unavailable edition of this title.
Kleppner's Advertising Procedure (16th Edition)
Kleppner's Advertising Procedure (16th Edition),W. Ronald Lane,Karen Whitehill King,J. Thomas Russell,Prentice Hall,0131404121,Advertising,Advertising & Promotion,Business & Economics,Business / Economics / Finance,Business/Economics,Marketing,Business & Economics / Advertising & Promotion
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