Kleppner's Advertising Procedure
The fourteenth edition of this classic text introduces advertising as both an art and science while providing a broad overview of advertising issues and functions. *Presents the specific techniques for planning media use, the creative process, and planning campaigns. *Presents advertising as it relates to the total marketing communcation environment to provide a foundation for understanding how advertising fits into the general business environment. *Provides an overview of advertising and societal issues through a discussion of the regulatory, legal, and public policy constraints on advertising.
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Origins of Newspaper Advertising
America Enters the Twentieth Century
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