Contemporary Advertising | Edition: 12
Author: William Arens, Michael Weigold, Christian Arens
publisher: McGraw-Hill Companies, The
publisher Date: 10/24/2008
Schools: Rutgers,The State University of New Jersey-Newark
Description: Contemporary Advertising is perhaps the most popular advertising text on the market. It is known for its current, real-world examples and clear writing style. As a result of market feedback and the author's knowledge of current trends in the field of advertising, the seventh edition places an increased emphasis on Integrated Marketing Communications (IMC) and the role of IMC in planning advertising strategy.