| INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781260570830 |
| DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Call number |
659.1 AR CO |
| MAIN ENTRY--PERSONAL NAME |
|---|
| Authors |
Arens, William F. |
| TITLE STATEMENT |
|---|
| Title |
Contemporary advertising |
| Statement of responsibility, etc |
William F. Arens, Michael F. Weigold, Christian Arens |
| EDITION STATEMENT |
|---|
| Edition |
16th ed. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication |
Boston : |
| Publisher |
McGraw-Hill Irwin, |
| Date |
c2021. |
| PHYSICAL DESCRIPTION |
|---|
| Extent |
xl, 712 p. : |
| Other Details |
ill ; |
| Size |
26 cm. |
| SUMMARY |
|---|
| Summary |
Contemporary Advertising, 16/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 authors 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. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical Heading |
Advertising. |
| ADDED ENTRY |
|---|
| Name |
Weigold, Michael F., |
| Dates |
1958- |
| ADDED ENTRY |
|---|
| Name |
Arens, Christian. |
| ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
https://protect-za.mimecast.com/s/yEdtCpgn2pinX7LXI0beC-?domain=elibrary.gemzplatform.com |
| Public note |
Ebook |
| MAIN ENTRY--PERSONAL NAME |
|---|
| -- |
37063 |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| -- |
669 |
| ADDED ENTRY |
|---|
| -- |
37064 |
| ADDED ENTRY |
|---|
| -- |
37065 |