Kleppner's Advertising Procedure
Kleppner's Advertising Procedure
- ISBN 13:
9780130328779
- ISBN 10:
0130328774
- Edition: 15th
- Format: Hardcover
- Copyright: 01/01/2002
- Publisher: Pearson College Div
- Newer Edition
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Summary
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.