Contemporary Advertising

 
9780071156523: Contemporary Advertising

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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Courtland L. Bovee , William Arens
Published by McGraw-Hill Education (ISE Editions), Book
ISBN 10: 0071156526 ISBN 13: 9780071156523
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