Kleppner Advertising Tutorial, 15th Edition

Author: J. Thomas Russell (USA)
Publisher:
Publish Date: 2005-08-01
Features: Klipler is a renowned figure in the advertising and marketing industries. His works are revered by students of advertising as the "bible." For his outstanding contributions to advertising education, he was awarded the "Cranor Cup." People say: "Klipler is the name we think of first when encountering any advertising problem." This book places advertising within the framework of integrated marketing, using numerous real advertising examples and research data as evidence. It employs captivating images, vivid copy, ingenious creativity, and meticulous layout to reveal the close relationship between advertising itself and other marketing communication factors. It provides precise descriptions of each stage of advertising, allowing readers to feel the excitement, joy, and challenges inherent in the advertising industry. This book is now in its 15th edition and is a treasured resource in the advertising industry.