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Kleppner's Advertising Procedure

ISBN: 9780131404120 | 0131404121
Edition: 17th
Format: Hardcover
Publisher: Prentice Hall
Pub. Date: 1/1/2008

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Covering the entire field of advertising with special emphasis on 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.The book covers four basic concept of advertising: the place of advertising, planning the advertising, managing the advertising, and media.Account people and creative people in the field of marketing communication, branding, integrated communications, and new media advertising.

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