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Contemporary Advertising is one of the best selling advertising texts. It is best known for its current examples, the authors ability to pull from real-world experiences, and the clear writing style. In this edition, Arens also addresses the importance of Integrated Marketing Communications (IMC) and how it impacts advertising strategy through many examples of IMC campaigns. This text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples.
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- PublisherMcGraw Hill Higher Education
- Publication date2001
- ISBN 10 0072500417
- ISBN 13 9780072500417
- BindingHardcover
- Number of pages704
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Contemporary Advertising with PowerWeb and CD-ROM
Published by
McGraw-Hill/Irwin
(2001)
ISBN 10: 0072500417
ISBN 13: 9780072500417
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Hardcover
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