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

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Essentials of Contemporary Advertising

Arens, William; Schaefer, David; Weigold, Michael

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