Kleppner's Advertising Procedure

by W. Ronald Lane

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.

Hardcover

First published August 1, 2004

Reviews

[Gideon Hodge · Rating 4 out of 5]

Solid. Examines multiple avenues of advertising, the history of it and how we got to where we are now, and critical examination of various fields. Good read for anyone in the business of marketing.