000			01404cam a2200241u 4500
007			ta
008			090118s2008 ||||||||||||||||||||eng|u
020			_a9780071101059
100	1		_aArens, William F.
245	1	0	_aContemporary advertising / _cWilliam F. Arens, Michael F. Weigold, Christian Arens.
250			_a11th ed.
260			_aBoston : _bMcGraw-Hill Irwin, _cc2008.
300			_axl, 712 p. : _bill ; _c26 cm.
500			_aPrevious ed.: Boston, Mass.; London: McGraw-Hill/Irwin, 2006. Includes bibliographical references and index.
520			_aContemporary Advertising, 11/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.
650	1	4	_aAdvertising.
700	1	0	_aWeigold, Michael F., _d1958-
700	1	0	_aArens, Christian.
005			20170126094950.0
001			31010
003			UOWD
942			_cREGULAR
999			_c13110 _d13110