Essentials of Contemporary Advertising

Essentials of Contemporary Advertising

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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 accessibl...

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Bibliographic Details
Main Authors: Arens, William F. (Author), Weigold, Michael F. 1958- (Author)
Other Authors: Schaefer, David H. 1958- author
Format: Book
Language:English
Published: Boston McGraw-Hill Irwin 2009
Edition:Second edition
Subjects:
Advertising
Online Access:Click Here to View Status and Holdings.
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Summary: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.
Physical Description:xxiv, 558 pages colour illustrations 28 cm
Bibliography:Includes bibliographical references (p. 511-523) and indexes
ISBN:9780073380971
0073380970

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