Essentials of Contemporary Advertising
- ISBN-10
- 0071287574
- ISBN-13
- 9780071287579
- Series
- Essentials of Contemporary Advertising
- Category
- Advertising
- Pages
- 558
- Language
- English
- Published
- 2009
- Publisher
- McGraw-Hill Higher Education
- Authors
- Michael F. Weigold, William F. Arens, David H. Schaefer
Description
Exploring the core principles that drive advertising, this book goes beyond academic theory. The authors present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student's real life. Every chapter concludes with a learning exercise.
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