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Kleppner's Advertising Procedure

ISBN: 9780130328779 | 0130328774
Edition: 15th
Format: Hardcover
Publisher: Pearson College Div
Pub. Date: 1/1/2002

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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.

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