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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Book Description McGraw-Hill Higher Education, 2008. Paperback. Book Condition: New. book. Bookseller Inventory # 0071287574
Book Description McGraw-Hill Higher Education. PAPERBACK. Book Condition: New. 0071287574 New Condition. Bookseller Inventory # NEW6.0026184
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