Kleppner's Advertising Procedure

by W. Ronald Lane, Karen King, J. Thomas Russell

There are few areas of business and marketing that operate in a more dynamic atmosphere than advertising and promotion. The process of new product and target audience research, branding and product development, executing creative sales approaches, and selecting media and non-traditional marketing communication placement are part of an evolving process that is undergoing dramatic change. The primary reason for publication of this new edition is to reflect this environment. Account people and creative people in the field of marketing communication, branding, integrated communications, and new media advertising.

829 pages, Hardcover

First published August 1, 2004

Reviews

[Gideon Hodge · Rating 4 out of 5]

Solid. Examines multiple avenues of advertising, the history of it and how we got to where we are now, and critical examination of various fields. Good read for anyone in the business of marketing.