Contemporary advertising and integrated marketing communications

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Title:

Contemporary advertising and integrated marketing communications

Author:

Arens, William F.

ISBN:

9780071318389

Personal Author:

Arens, William F.

Edition:

Fourteenth edition, International student edition.

Publication Information:

New York : McGraw-Hill Irwin, ©2013.

Physical Description:

xxxix, 722 pages : color illustrations ; 28 cm

General Note:

Previous eds: c2011, 2009 & 2008.

Includes index.

"This International Student Edition is for use outside U.S."--Cover.

Subject Term:

Added Author:

Arens, William F.

Arens, Christian.

Michael F. Weigold.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... IIEMSA	General Books	33168025741014	659.1 W723C 2013	1	Searching... Unknown

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Summary

Summary

CONTEMPORARY ADVERTISING, is one of the best-selling advertising texts in this field. Known as the coffee table book for Advertising, it is known for its current examples, the author's ability to pull from real-world experiences, and the clear writing style. Taking a comprehensive view of the industry, 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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