Contemporary advertising
Contemporary Advertising, 12/e is one of the best-selling advertising texts in this field. Known as the 'coffee table book' for Advertising, it is known for its current examples, the author's ability to pull from real-world experiences, and the clear writing style. Taking a comprehens...
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| Sprache: | Undetermined English |
| Veröffentlicht: |
Boston
McGraw-Hill Irwin
2009
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| Thư viện lưu trữ: | Trung tâm Học liệu Trường Đại học Trà Vinh |
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| Zusammenfassung: | Contemporary Advertising, 12/e is one of the best-selling advertising texts in this field. Known as the 'coffee table book' for Advertising, it is known for its current examples, the author's ability to pull from real-world experiences, and the clear writing style. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples. Author Bill Arens 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 |
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| Beschreibung: | xlii, 724 p. ill. (chiefly col.), maps 29 cm |
| Bibliographie: | Includes bibliographical references (p. 668-686) and indexes |
| ISBN: | 0071284796 9780071284790 |