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Product Description
Kleppners Advertising Procedure (18th Edition) (9780136110828): Ron Lane, Karen King, Tom Reichert: Books. 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.
Shipping Weight: 2 pounds
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