1997632

9780131404120

Kleppner's Advertising Procedure

Kleppner's Advertising Procedure
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  • Comments: Spine creases, wear to binding and pages from reading. May contain limited notes, underlining or highlighting that does affect the text. Possible ex library copy, will have the markings and stickers associated from the library. Accessories such as CD, codes, toys, may not be included.

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  • ISBN-13: 9780131404120
  • ISBN: 0131404121
  • Edition: 16
  • Publication Date: 2004
  • Publisher: Prentice Hall

AUTHOR

Russell, J. Thomas, Lane, W. Ronald, King, Karen

SUMMARY

For introductory-level courses in Advertising offered by communications, journalism, and marketing departments. This revision of the classic Kleppner text provides a sophisticated overview of the marketing communication field, branding, integrated communications, and new media advertising. 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. Though the book isn't just aimed at people going into the largest corporations or agencies, it is packed with enough clear examples to give a real feel of the industry and an understanding of the changes taking place in the ad business and marketplace.Russell, J. Thomas is the author of 'Kleppner's Advertising Procedure', published 2004 under ISBN 9780131404120 and ISBN 0131404121.

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