01463nam a2200277Ia 4500 TVU_21713 210423s9999 xx 000 0 und d 0071284796 9780071284790 eng 659.1 A6816 Arens, William F. Contemporary advertising William F. Arens, Michael F. Weigold, Christian Arens Boston McGraw-Hill Irwin 2009 xlii, 724 p. ill. (chiefly col.), maps 29 cm Includes bibliographical references (p. 668-686) and indexes 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 Advertising William F. Arens; Michael F. Weigold; Christian Arens Trung tâm Học liệu Trường Đại học Trà Vinh