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Contemporary Advertising

Contemporary Advertising
Author: William Arens - Michael Weigold - Christian Arens
ISBN 13: 9780073529912
ISBN 10: 73529915
Edition: 11
Publisher: McGraw-Hill/Irwin
Publication Date: 2007-03-16
Format: Hardcover
Pages: 752
List Price: N/A

Contemporary Advertising, 11/e, is one of the best-selling advertising texts in this field. Known as the “coffee table book” for Advertising, it is known for its current examples, the author’s ability to pull from real-world experiences, and the clear writing style. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples. Author Bill Arens continues to address the importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns.