"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.
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Book Description MCGRAW-HILL COLLEGE. Soft cover. Book Condition: New. New, 11th Edition, Color Print, International Edition. Ship via FedEx/ UPS./ DHL/ EMS. Delivery time is 3-5 business days. Bookseller Inventory # 0071101055
Book Description McGraw Hill Higher Education, 2007. Paperback. Book Condition: New. Bookseller Inventory # DADAX0071101055
Book Description The McGraw-Hill Company. Book Condition: New. Bookseller Inventory # 7631994