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 | Kleppner's Advertising Procedure (18th Edition) by W. Ronald Lane, Karen Whitehill King, Tom Reichert Hardcover, 840 Pages, Published 2010 ISBN-10: 0-13-611082-7 / 0136110827 ISBN-13: 978-0-13-611082-8 / 9780136110828 Kleppner’s Advertising Procedure introduces readers to advertising by providing insight from professionals and recent examples that highlight the best advertisements and promotional techniques. Background of Today’s Advertising; Roles of Advertising; Brand Planning and the Advertising Spiral; | |