Arens, William F. <br/><br/>
Contemporary advertising / 
William F. Arens. 
 - 6th ed. 
 - [S.l.] :  Richard D Irwin,  1996. 
 - 501 p. ;  28 cm. 
 - Irwin series in marketing. .
 - Irwin series in marketing. .
<br/><br/> Hardcover. 
<br/><br/> This introductory text presents advertising as it is actually practiced - as a business, marketing tool, as a creative process and as a hybrid discipline that employs elements of the various arts and sciences. It pays close attention to Arens, and also covers the latest buzz words in the business: integrated marketing communications, database and relationship marketing, interactive digital media, brand equity, ethics and cause marketing. 
<br/><br/><label>ISBN: </label>0256182574 9780256182576 
<br/><br/><label>Dewey Class. No.: </label>659.1