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Essentials of contemporary advertising - William F Arens
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Title
Essentials of contemporary advertising
Essentials of contemporary advertising
Author
William F Arens
William F Arens
format
Paperback
Paperback
Publisher
McGraw-Hill
McGraw-Hill
Language
English
English
UK Publication Date
20080501
20080501
Description
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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