Kleppner's advertising procedure / W. Ronald Lane.
Series: 16th edition: Publisher: [S.l.] : Prentice Hall, 2004Edition: 16th edDescription: 784 p. ; 28 cmISBN: 0131404121; 9780131404120DDC classification: 659.1 Online resources: Amazon.com | Amazon customer reviews 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.| Item type | Current location | Home library | Call number | Status | Date due | Barcode | Item holds |
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Central Library (CL) | Central Library (CL) | 659.1 LAN (Browse shelf) | Available | NBS5925 |
Hardcover.
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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