Contemporary Advertising

Contemporary Advertising
ISBN-10
0071122931
ISBN-13
9780071122931
Series
Contemporary Advertising
Pages
614
Language
English
Published
2002
Publisher
Irwin /McGraw-Hill
Author
William F. Arens

Description

Presenting advertising from a creative stand-point and using real-world examples, this text addresses the world of contemporary advertising. The text emphasizes the importance of Integrated Marketing Communications and how it impacts advertising strategy.

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