Essentials of Contemporary Advertising, 2/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 student’s "real life." This approach truly transcends the conceptual and propels students into an exciting and practical dimension.
- ISBN13 9780073380971
- Publish Date 16 May 2008 (first published 14 March 2006)
- Publish Status Out of Print
- Out of Print 21 June 2016
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Professional
- Edition 2nd edition
- Format Paperback
- Pages 592
- Language English