description: 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 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.
language: English
title: Kleppner's Advertising Procedure
titlecomplete: Kleppner's Advertising Procedure
ratings_count: 32
publisher: Pearson College Div