William F. Arens Contemporary Advertising

ISBN 13: 9780071220606

Contemporary Advertising

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9780071220606: Contemporary Advertising

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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