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Contemporary Advertising

Contemporary Advertising - 12th edition

ISBN13: 978-0073381077

Cover of Contemporary Advertising 12TH 09 (ISBN 978-0073381077)
ISBN13: 978-0073381077
ISBN10: 0073381071
Cover type: Hardback
Edition/Copyright: 12TH 09
Publisher: Richard D. Irwin, Inc.
Published: 2009
International: No

List price: $216.75

Contemporary Advertising - 12TH 09 edition

ISBN13: 978-0073381077

William F. Arens, Michael F. Weigold and Christian Arens

ISBN13: 978-0073381077
ISBN10: 0073381071
Cover type: Hardback
Edition/Copyright: 12TH 09
Publisher: Richard D. Irwin, Inc.

Published: 2009
International: No
Summary

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.