Contemporary Advertising
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Product details:
- Edition number 12
- Publisher McGraw-Hill Higher Education
- Date of Publication 1 December 2008
- ISBN 9780071284790
- Binding Paperback
- No. of pages pages
- Size 276x215x27 mm
- Weight 1558 g
- Language English 0
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Long description:
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.
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