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Kleppner's Advertising Procedure

出版	Prentice Hall, 2011
主題	Business & Economics / Advertising & Promotion
ISBN	01361108279780136110828
URL	http://books.google.com.hk/books?id=dAmMQQAACAAJ&hl=&source=gbs_api

註釋For undergraduate Advertising courses.

An all-inclusive introduction to the exciting and dynamic world of advertising.

Kleppner's Advertising Procedure introduces students to advertising by providing insight from professionals and recent examples that highlight the best advertisements and promotional techniques. This text also provides students with a clear, comprehensive look at the roles practitioners play from three key perspectives: a firm's marketing/advertising department, an ad agency professional, and media executives.

The eighteenth edition reflects how new media has changed advertising.