Kleppner's Advertising Procedure

Kleppner's Advertising Procedure
ISBN-10
0132465515
ISBN-13
9780132465519
Series
Kleppner's Advertising Procedure
Category
Advertising
Pages
817
Language
English
Published
2010-01-01
Publisher
Prentice Hall
Authors
W. Ronald Lane, Karen Whitehill King, Tom Reichert

Description

For undergraduate Advertising courses. An all-inclusive introduction to the exciting and dynamic world of advertising. Kleppner's Advertising Procedure introduces students to advertising by providing insight from professionals and recent examples that highlight the best advertisements and promotional techniques. This text also provides students with a clear, comprehensive look at the roles practitioners play from three key perspectives: a firm's marketing/advertising department, an ad agency professional, and media executives. The eighteenth edition reflects how new media has changed advertising.

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