Essentials of Contemporary Advertising - Softcover

9780073380971: Essentials of Contemporary Advertising
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Essentials of Contemporary Advertising, 2/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 is to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student’s "real life." This approach truly transcends the conceptual and propels students into an exciting and practical dimension.

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About the Author:
Michael F. Weigold is a professor of Advertising in the College of Journalism and Communications at the University of Florida.

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  • PublisherMcGraw-Hill/Irwin
  • Publication date2008
  • ISBN 10 0073380970
  • ISBN 13 9780073380971
  • BindingPaperback
  • Edition number2
  • Number of pages592
  • Rating

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