Contemporary advertising

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Title:

Contemporary advertising

Author:

Arens, William F.

ISBN:

9780071284790

Personal Author:

Arens, William F.

Edition:

12th ed., internat. student ed.

Publication Information:

Boston : McGraw-Hill Irwin, 2009.

Physical Description:

xlii, 724 p. : ill. (chiefly col.), maps ; 28 cm.

Subject Term:

Added Author:

Weigold, Michael F., 1958-

Arens, Christian.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025453230	659.1 A681C 2009	1	Searching... Unknown

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Summary

Summary

Addresses the importance of Integrated Marketing Communications (IMC) in the field of advertising and how it impacts advertising strategy through featured examples of IMC campaigns.

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