9780131404120

Kleppner's Advertising Procedure

  • ISBN 13:

    9780131404120

  • ISBN 10:

    0131404121

  • Edition: 16th
  • Format: Hardcover
  • Copyright: 01/01/2008
  • Publisher: Prentice Hall
  • Newer Edition

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

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Summary

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.

Table of Contents

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Excerpts

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