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Contemporary Advertising (Looseleaf)

Contemporary Advertising (Looseleaf) - 13th edition

ISBN13: 978-0073530031

Cover of Contemporary Advertising (Looseleaf) 13TH 11 (ISBN 978-0073530031)
ISBN13: 978-0073530031
ISBN10: 0073530034
Cover type:
Edition: 13TH 11
Copyright: 2011
Publisher: Richard D. Irwin, Inc.
Published: 2011
International: No

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Contemporary Advertising (Looseleaf) - 13TH 11 edition

ISBN13: 978-0073530031

William Arens

ISBN13: 978-0073530031
ISBN10: 0073530034
Cover type:
Edition: 13TH 11
Copyright: 2011
Publisher: Richard D. Irwin, Inc.
Published: 2011
International: No
Summary

Contemporary Advertising, 13/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.

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