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Presents advertising from the creative stand-point and the authors draw from their industry experience to lend life to the examples. This book continues to address the importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns.
TITLE: Contemporary Advertising
AUTHOR: William F. Arens
SKU: 9780071318389
PUBLISHER: McGraw-Hill Education - Europe
DATE PUBLISHED: 01/12/2012
PLACE PUBLISHED: United States
PAGES: 736
BINDING: Paperback / softback
LANGUAGE: English
DIMENSIONS: 228 mm x 276 mm x 25 mm
WEIGHT: 1503 gr