Kleppner's Advertising Procedure

ISBN-10
0132284871
ISBN-13
9780132284875
Series
Kleppner's Advertising Procedure
Category
Advertising
Pages
799
Language
English
Published
1996
Publisher
Prentice Hall
Authors
W. Ronald Lane, Otto Kleppner, Thomas Russell

Description

Completely revised, this 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 co-ordinated with all other aspects of communications within the matrix of the total business function. Students explore not only the history, purpose, and the role of advertising in our multi-faceted economy, but learn the specific techniques for planning media use, following the creative process, and planning campaigns. There is also an instructor's manual with a video guide available (ISBN: 0-13-206814-1).

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