Contemporary Advertising - Hardcover
This introductory text presents advertising as it is actually practiced - as a business, marketing tool, as a creative process and as a hybrid discipline that employs elements of the various arts and sciences. It pays close attention to Arens, and also covers the latest buzz words in the business: integrated marketing communications, database and relationship marketing, interactive digital media, brand equity, ethics and cause marketing.
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- PublisherMcGraw-Hill College
- Publication date2003
- ISBN 10 0072952415
- ISBN 13 9780072952414
- BindingHardcover
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