Author : W. Ronald Lane
Publisher : Prentice Hall/Pearson
Total Pages : 817
An all-inclusive introduction to the exciting and dynamic world of advertising. Kleppners Advertising Procedure introduces readers to advertising by providing insight from professionals and recent examples that highlight the best advertisements and promotional techniques. This text also provides readers with a clear, comprehensive look at the roles practitioners play from three key perspectives: a firms marketing/advertising department, an ad agency professional, and media executives. The eighteenth edition reflects how new media has changed advertising.
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