Essentials of Contemporary Advertising, 3/e by William Arens and David Schaefer explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors goal was to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the students real life. This approach truly transcends the conceptual and propels students into an exciting and practical dimension.
- ISBN13 9780073404882
- Publish Date 16 February 2015 (first published 16 May 2008)
- Publish Status Cancelled
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Professional
- Edition 3rd edition
- Format Paperback
- Pages 608
- Language English