Essentials of Contemporary Advertising - Softcover
Essentials of Contemporary Advertising, 3/e by William Arens and David Schaefer explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors goal was to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the students "real life." This approach truly transcends the conceptual and propels students into an exciting and practical dimension.
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- PublisherMcGraw Hill Higher Education
- ISBN 10 0071220593
- ISBN 13 9780071220590
- BindingPaperback
- Edition number3
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