Kleppner's Advertising Procedure (16th Edition)

ISBN: 9780131404120

出版社: Prentice Hall

出版年: 2004-07-29

页数: 784

定价: USD 149.80

装帧: Hardcover

内容简介

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 advertising: 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.