Kleppner's Advertising Procedure

Kleppner's Advertising Procedure
ISBN-10
0136110827
ISBN-13
9780136110828
Series
Kleppner's Advertising Procedure
Category
Advertising
Pages
817
Language
English
Published
2010-01-15
Publisher
Prentice Hall
Authors
W. Ronald Lane, Karen Whitehill King

Description

An all-inclusive introduction to the exciting and dynamic world of advertising. Kleppner's Advertising Procedure introduces readers to advertising by providing insight from professionals and recent examples that highlight the best advertisements and promotional techniques. This text also provides readers 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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