"Contemporary Advertising, 10/e" 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 0071115374
- ISBN13 9780071115377
- Publish Date 1 May 2005
- Publish Status Cancelled
- Out of Print 25 May 2005
- Publish Country GB
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Education (ISE Editions)
- Edition 10th Revised edition
- Format Hardcover
- Pages 736
- Language English