Kleppner's Advertising Procedure - Thomas Russell

For introductory-level courses in Advertising offered by communications journalism and marketing departments. This revision of the classic Kleppner text provides a sophisticated overview of the marketing communication field branding integrated communications and new media advertising. 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. Though the book isn't just aimed at people going into the largest corporations or agencies it is packed with enough clear examples to give a real feel of the industry and an understanding of the changes taking place in the ad business and marketplace.

TITLE: Kleppner's Advertising Procedure

AUTHOR: Thomas Russell

SKU: 9780131404120

PUBLISHER: Pearson Education (US)

DATE PUBLISHED: 29/07/2004

PLACE PUBLISHED: United States

PAGES: 784

BINDING: Hardback

LANGUAGE: English

DIMENSIONS: 222 mm x 278 mm x 34 mm

WEIGHT: 1860 gr