Contemporary Advertising

Cover Art for 9780072500417, Contemporary Advertising by William F Arens
ISBN: 9780072500417
Publisher: McGraw Hill Higher Education
Published: 1 September, 2001
Format: Hardcover
Links Australian Libraries (Trove)
Editions:
15 other editions of this product

Contemporary Advertising is one of the best selling advertising texts. It is best known for its current examples, the author’s ability to pull from real-world experiences, and the clear writing style. In this edition, Arens also addresses the importance of Integrated Marketing Communications (IMC) and how it impacts advertising strategy through many examples of IMC campaigns. This text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples.

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