Essentials of Contemporary Advertising
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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| Main Authors: | , |
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| Other Authors: | |
| Format: | Book |
| Language: | English |
| Published: |
Boston
McGraw-Hill Irwin
2009
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| Edition: | Second edition |
| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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Add Tag | 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. |
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| Physical Description: | xxiv, 558 pages colour illustrations 28 cm |
| Bibliography: | Includes bibliographical references (p. 511-523) and indexes |
| ISBN: | 9780073380971 0073380970 |
CONTEMPORARY advertising