Contemporary Advertising

15th Edition

William Arens
eISBN-13: 9781259737930

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Presenting Advertising as it is actually Practiced. Known for its current examples the author&#39s ability to pull from real-world experiences and clear writing style the 14th edition of Contemporary Advertising is a popular favorite among Advertising faculty and students. Taking a comprehensive view of the industry this text presents advertising from the creative stand-point and the authors draw from their industry experience to lend life to the examples. This text 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.

Sold By McGraw-Hill Higher Education
ISBNs 9781259548154, 9781259548154, 1259737934, 9781259737930
Language English
Number of Pages 747
Edition 15th