000			01327 a2200253 4500
020			_a0131404121
020			_a9780131404120
082	0	4	_a659.1
090			_c1093 _d1093
100	1		_aLane, W. Ronald.
245	1	0	_aKleppner's advertising procedure / _cW. Ronald Lane.
250			_a16th ed.
260			_a[S.l.] : _bPrentice Hall, _c2004.
300			_a784 p. ; _c28 cm.
490	1		_a16th edition.
500			_aHardcover.
520			_aCovering 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.
700	1		_aKing, Karen Whitehill.
700	1		_aRussell, J. Thomas.
830		0	_a16th edition.
856	4	0	_3Amazon.com _uhttp://www.amazon.com/exec/obidos/ASIN/0131404121/chopaconline-20
856	4	0	_3Amazon customer reviews _uhttp://www.chopac.org/cgi-bin/tools/azrev.pl?q=0131404121
942			_aNBS _cBK _k659.1 LAN
999			_c343624 _d343624