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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Tác giả chính: Arens, William F.
Tác giả khác: William F. Arens; Michael F. Weigold; Christian Arens
Ngôn ngữ:Undetermined
English
Được phát hành: Boston McGraw-Hill Irwin 2009
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Thư viện lưu trữ: Trung tâm Học liệu Trường Đại học Trà Vinh
Miêu tả
Tóm tắt: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
Mô tả vật lý:xlii, 724 p.
ill. (chiefly col.), maps
29 cm
Thư mục:Includes bibliographical references (p. 668-686) and indexes
số ISBN:0071284796
9780071284790