Contemporary Advertising, 5th ed (The Irwin series in marketing)

Type

Book

Authors

Arens

Bovee

ISBN 10

025613412X

ISBN 13

9780256134124

Tags

Advertising, Accounting, Business & Finance

Description

One of the best selling advertising texts, this book is well-known for its current examples, the author's ability to pull from real-world experiences, and the clear writing style. In this edition, Arens also addresses the importance of Integrated Marketing Communications (IMC) and how it impacts advertising strategy through many examples of IMC campaigns. This text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples. - from Amzon

Number of Copies