Contemporary Advertising

ISBN-10: 0256262535
ISBN-13: 9780256262537
Series: Contemporary Advertising
Pages: 569
Language: English
Published: 1999
Publisher: Irwin /McGraw-Hill
Author: William F. Arens

Description

Contemporary Advertising, 10/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.