This classic introduction to advertising 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...
Kleppner's Advertising Procedure
Otto Kleppner's Advertising Procedure
Kleppner's Advertising Procedure
Otto Kleppner's Advertising Procedure
Study Guide, Otto Kleppner's Advertising Procedure, Eighth Edition: Guide
Kleppner's Advertising Procedure
The primary reason for publication of this new edition is to reflect this environment.Account people and creative people in the field of marketing communication, branding, integrated communications, and new media advertising.
Otto Kleppner's Advertising Procedure, Eighth Edition: Instructor's Manual with Tests. Manual
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...