Contemporary Advertising |
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| Author:
| Arens, William F. |
| Series title: | The McGraw-Hill/Irwin Series in Marketing |
| ISBN: | 978-0-07-296472-1 |
| Publication Date: | Apr 2005 |
| Publisher: | McGraw-Hill Companies, The
|
| Book Format: | Hardback
Undefined |
| List Price: | AUD $144.95 |
Book Description:
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Contemporary Advertising, 10/e, is one of the best-selling advertising texts in this field. Known as the â¬Scoffee table book⬠for Advertising, it is known for its current examples, the authorâ¬"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...
More DescriptionContemporary Advertising, 10/e, is one of the best-selling advertising texts in this field. Known as the â¬Scoffee table book⬠for Advertising, it is known for its current examples, the authorâ¬"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.