| 000 | 01312 a2200205 4500 | ||
|---|---|---|---|
| 020 | _a0072537728 (hardcover) | ||
| 020 | _a9780072537727 (hardcover) | ||
| 082 | 0 | 4 | _a659.1 |
| 090 |
_c5412 _d5412 |
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| 100 | 1 | _aArens, William F. | |
| 245 | 1 | 0 |
_aContemporary advertising / _cWilliam F. Arens. |
| 250 | _a9th ed. | ||
| 260 |
_a[S.l.] : _bMcGraw-Hill/Irwin, _c2003. |
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| 300 |
_a736 p. ; _c28 cm. |
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| 490 | 1 | _aMcgraw-hill/irwin series in marketing. | |
| 520 | _a"Contemporary 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 author's 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. | ||
| 830 | 0 | _aMcgraw-hill/irwin series in marketing. | |
| 856 | 4 | 0 |
_3Amazon.com _uhttp://www.amazon.com/exec/obidos/ASIN/0072537728/chopaconline-20 |
| 942 |
_aNBS _cBK _k659.1 ARE |
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| 999 |
_c347821 _d347821 |
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