Essentials of Contemporary Advertising, 3/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 was 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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William F. Arens is President of Stratimark Consulting and spent his entire career in the advertising business, and after 35 years in the field he had literally done it all. As an undergraduate at Berkeley he worked part-time as a media rep for a San Francisco radio station, at the University of Paris he held a position of The New York Times, and upon graduation from Whittier College, he began his career in earnest as a sales rep for various print media.
David H. Schaefer is a professor of Business and Marketing at Sacramento City College. He teaches introductory courses in business, marketing, advertising, customer service, and personal finance. He previously held an adjunct teaching position in the College of Business Administration at California State University, Sacramento.He received his BA in Economics from the University of California, Santa Cruz and his Masters in Business from the Harvard Business School. He also spent six months as an intern on the President’s Council of Economic Advisers, working under Chairman Paul McCracken.
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