Essentials of Contemporary Advertising - Softcover

Arens, William; Schaefer, David

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9780071287579: Essentials of Contemporary Advertising

Softcover

ISBN 10: 0071287574 ISBN 13: 9780071287579

Publisher: McGraw-Hill Education / Europe, Middle East & Africa, 2008

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Essentials of Contemporary Advertising, 2/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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Product Description:

New, ship fast, delivered in 5 days in UK. No PO Box.

About the Author:

Michael F. Weigold is a professor of Advertising in the College of Journalism and Communications at the University of Florida.

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