Contemporary advertising
By: Arens, William F
Title By: Weigold, Michael F | Arens, Christian
Material type:
BookPublisher: Boston : McGraw-Hill Irwin, c2021.Edition: 16th ed.Description: xl, 712 p. : ill ; 26 cm.ISBN: 9781260570830Subject(s): AdvertisingDDC classification: 659.1 AR CO Online resources: Ebook
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.
| Item type | Home library | Call number | url | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| eBook | University of Wollongong in Dubai eBook | 659.1 AR CO (Browse shelf) | link | Available | T0065295 |
Total holds: 0
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.