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 ...

Kleppner's Advertising Procedure 2007, Prentice Hall, Upper Saddle River, NJ

ISBN-13: 9780132308298

17th edition

Hardcover

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Kleppner's Advertising Procedure 2004, Prentice Hall, Upper Saddle River, NJ

ISBN-13: 9780131404120

16th Revised edition

Hardcover

Select