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Essentials of Contemporary Advertising

Essentials of Contemporary Advertising
Author: William Arens - David Schaefer - Michael Weigold
ISBN 13: 9780073380971
ISBN 10: 73380970
Edition: 2
Publisher: McGraw-Hill/Irwin
Publication Date: 2008-04-16
Format: Paperback
Pages: 592
List Price: N/A

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.