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Contemporary Advertising w/ AdSim CD-ROM
ISBN: 9780073049700 | 0073049700
Edition: 9thFormat: Hardcover
Publisher: McGraw-Hill/Irwin
Pub. Date: 8/12/2004
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Contemporary Advertising, 9e, 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) i... MORE
