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Name: Kleppner's Advertising Procedure. 13th ed.
Author: Russel, J. Thomas / Lane, W. R.
ISBN: 978-0-13-228487-5

Kleppner's Advertising Procedure. 13th ed.

・ISBN 978-0-13-228487-5 paper

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著者・編者	Russel, J. Thomas / Lane, W. R.,
出版社	(Prentice Hall, US)
出版年月	1997
ページ数	814 pp.
言語	ENG
ニュース番号	＜434-L028＞

解説

Completely revised, this introduction to advertising as both an art and science provides a broad overview of advertising issues and functions. It places the advertising function within a contemporary, integrated marketing framework - showing how the advertising function must be co-ordinated with all other aspects of communications within the matrix of the total business function. Students explore not only the history, purpose, and the role of advertising in our multi-faceted economy, but learn the specific techniques for planning media use, following the creative process, and planning campaigns. There is also an instructor's manual with a video guide available (ISBN: 0-13-206814-1).