Contemporary Advertising (Mcgraw-Hill/Irwin Series in Marketing)
Editorial Reviews
Book Description
Contemporary Advertising, 10/e, is one of the best-selling advertising texts in this field. Known as the “coffee table book” for Advertising, it is known for its current examples, the author’s ability to pull from real-world experiences, and the clear writing style. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples. Author Bill Arens continues to address the importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns.
Book Info
Presents advertising as it is actually practiced: as a business, a marketing tool, a creative process & dynamic, hybrid discipline that employs various elements of the arts & sciences. DLC: Advertising.
--This text refers to the
Hardcover
edition.
Contemporary Advertising (Mcgraw-Hill/Irwin Series in Marketing),William F. Arens,McGraw-Hill/Irwin,0072964723,Advertising,Advertising & Promotion,Business & Economics,Business / Economics / Finance,Business/Economics,Business & Economics / Advertising & Promotion
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