9780130328779

Kleppner's Advertising Procedure

  • ISBN 13:

    9780130328779

  • ISBN 10:

    0130328774

  • Edition: 15th
  • Format: Hardcover
  • Copyright: 01/01/2002
  • Publisher: Pearson College Div
  • Newer Edition

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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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.

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