Lane, W. Ronald. <br/><br/>
Kleppner's advertising procedure / 
W. Ronald Lane. 
 - 16th ed. 
 - [S.l.] :  Prentice Hall,  2004. 
 - 784 p. ;  28 cm. 
 - 16th edition. .
 - 16th edition. .
<br/><br/> Hardcover. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>0131404121 9780131404120 
<br/><br/><label>Dewey Class. No.: </label>659.1