Essentials of Contemporary Advertising, 1/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.
| ISBN-13: | 9780071106276 |
| ISBN-10: | 0071106278 |
| Publisher: | McGraw-Hill |
| Publication date: | 2006 |
| Edition description: | 1st |
| Pages: | 558 |
| Product dimensions: | Height: 9.401556 Inches, Length: 6.598412 Inches, Width: 0.901573 Inches |
| Author: | William F. Arens, David H. Schaefer |
| Language: | en |
| Binding: | Paperback |
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