Kleppner's Advertising Procedure

Kleppner's Advertising Procedure
ISBN-10
0139085750
ISBN-13
9780139085758
Series
Kleppner's Advertising Procedure
Category
Business & Economics / Advertising & Promotion
Pages
716
Language
English
Published
1999
Publisher
Prentice Hall
Authors
W. Ronald Lane, Thomas Russell

Description

For introductory-level courses in Advertising offered by communications, journalism, and marketing departments.

This classic text introduces advertising as both an art and science while providing a broad overview of advertising issues and functions. Covering the entire field of advertising with special emphasis in 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.

Procedural approach, very applied, technical.

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