Kleppner's Advertising Procedure (The Prentice Hall Series in Marketing)

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9780133488302: Kleppner's Advertising Procedure (The Prentice Hall Series in Marketing)

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 it must be co-ordinated with all other aspects of communication.

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From the Publisher:

Completely revised -- this classic 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 coordinated with all other aspects of marketing communications within the matrix of the total business function. Students explore not only the history, purpose, and role of advertising in our multi-faceted economy, but learn the specific techniques for planning media use, following the creative process, and planning campaigns.

From the Back Cover:

Key Benefit: This classic introduction to advertising 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 coordinated with all other aspects of marketing communications within the matrix of the total business function. Students explore not only the history, purpose, and role of advertising in our multi-faceted economy, but learn the specific techniques for planning media use, following the creative process, and planning campaigns. Key Topics: Emphasizes the need for marketers to develop flexibility in adapting to all forms of communication that are likely to persuade diverse and fragmented audiences to whom they will sell their products and services. Integrates more fully the topics of sales promotion and direct response advertising into the advertising function. Market: For account executives in advertising agencies and media sales people with individual media companies.

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Russell, Thomas, Lane, W. Ronald, Kleppn
Published by Prentice Hall College Div (1995)
ISBN 10: 0133488306 ISBN 13: 9780133488302
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Thomas Russell, W. Ronald Lane, Otto Kleppner, J. Thomas Russell, William Advertising Wells, Fashion Institute of Technology (Corporate Author)
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Thomas Russell; W. Ronald Lane; Otto Kleppner; J. Thomas Russell; William Advertising Wells
Published by Prentice Hall College Div (1995)
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