Kleppner's advertising procedur
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 co...
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| Other Authors: | , , |
| Format: | Book |
| Language: | English |
| Published: |
Upper Saddle River, N.J
Pearson/Prentice Hal
2005
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| Edition: | 16th ed |
| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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Add Tag | 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. |
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| Physical Description: | xvii, 766 pages col. illustrations 29 cm |
| Bibliography: | Includes bibliographical references and index |
| ISBN: | 0131404121 |
KLEPPNER'S Advertising Procedure