"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.
- ISBN10 0071117865
- ISBN13 9780071117869
- Publish Date 1 June 2005 (first published 22 September 1995)
- Publish Status Out of Print
- Out of Print 29 May 2009
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw Hill Higher Education
- Edition 10th Revised edition
- Format Paperback
- Language English