9780078028953

Contemporary Advertising Loose Leaf And Integrated Marketing Communications

  • ISBN 13:

    9780078028953

  • ISBN 10:

    0078028957

  • Edition: 14th
  • Format: Loose-leaf
  • Copyright: 12/14/2012
  • Publisher: McGraw-Hill Education
  • Newer Edition

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

Presenting Advertisingas it is actually Practiced. Known for its current examples, the author's ability to pull from real-world experiences, and clear writing style, the 14th edition of Contemporary Advertisingis a popular favorite among Advertising faculty and students. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point, and the authors draw from their industry experience to lend life to the examples. This text 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.

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