9780073380971

Essentials of Contemporary Advertising

by:
  • ISBN 13:

    9780073380971

  • ISBN 10:

    0073380970

  • Edition: 2nd
  • Format: Paperback
  • Copyright: 04/16/2008
  • Publisher: McGraw-Hill/Irwin

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

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Summary

Essentials of Contemporary Advertising, 2/e by William Arens and David Schaefer explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors' goal was to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student's "real life." This approach truly transcends the conceptual and propels students into an exciting and practical dimension.

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