Contemporary Advertising

Type

Book

Authors

William Arens

Michael Weigold

Christian Arens

ISBN 10

0073529915

ISBN 13

9780073529912

Tags

Advertising, Marketing

Description

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. - from Amzon

Number of Copies