Kleppner's Advertising Procedure

For introductory-level courses in Advertising offered by communications, journalism, and marketing departments. This classic text introduces advertising as both an art and science while providing a broad overview of advertising issues and functions. Covering the entire field of advertising with special emphasis in 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.Russell, J. Thomas is the author of 'Kleppner's Advertising Procedure', published 2001 under ISBN 9780130328779 and ISBN 0130328774.