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Contemporary Advertising, 12th Edition
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PRODUCT INFORMATION

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    Specifications

    Category Type
    Business Strategy
    ISBN
    9780071284790.0
    Item EAN
    2724330358447
    People
    Author
    William Arens
    People
    Publisher
    McGraw Hill Higher Education
    Category Type
    Business Strategy
    ISBN
    9780071284790.0
    Item EAN
    2724330358447
    People
    Author
    William Arens
    People
    Publisher
    McGraw Hill Higher Education
    Languages and countries
    Book Language
    English
    Read more
  •  

    Description:

    "Contemporary Advertising, 12/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

    "Contemporary Advertising, 12/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

 

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