TY  - GEN
AU  - Lane,W.Ronald
AU  - King,Karen Whitehill
AU  - Russell,J.Thomas
TI  - Kleppner's advertising procedure
T2  - 16th edition
SN  - 0131404121
U1  - 659.1 
PY  - 2004///
CY  - [S.l.]
PB  - Prentice Hall
N1  - Hardcover
N2  - 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
UR  - http://www.amazon.com/exec/obidos/ASIN/0131404121/chopaconline-20
UR  - http://www.chopac.org/cgi-bin/tools/azrev.pl?q=0131404121
ER  -