Essentials of contemporary advertising

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Essentials of contemporary advertising

Title:

Essentials of contemporary advertising

Author:

Arens, William F.

ISBN:

9780071106276

Personal Author:

Arens, William F.

Publication Information:

Boston : McGraw-Hill Education, 2006.

Physical Description:

xxviii, 558 pages : illustrations (chiefly color), map, photographs ; 28 cm

Subject Term:

Added Author:

Schaefer, David H.

Electronic Access:

Table of contents http://catdir.loc.gov/catdir/enhancements/fy0626/2005057672-t.html

Copies:

Available:*

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Summary

Summary

Essentials of Contemporary Advertising, 1/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 student's " real life." This approach truly transcends the conceptual and propels students into an exciting and practical dimension.

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