Kleppner's Advertising Procedure

  • ISBN 13:


  • ISBN 10:


  • 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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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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