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Contemporary Advertising: And Integrated Marketing Communications 14th Edition Ebook Download PDF [Loose Leaf]
William Arens (Author), Michael Weigold (Author), Christian Arens (Author)
• Loose Leaf: 768 pages
• Publisher: McGraw-Hill/Irwin; 14 edition (December 14, 2012)
• Language: English
• ISBN-10: 0078028957
• ISBN-13: 978-0078028953
• Product Dimensions: 1 x 8.3 x 10.6 inches
Presenting Advertising as it is actually Practiced. Known for its current examples, the author’s ability to pull from real-world experiences, and clear writing style, the 14th edition of Contemporary Advertising is a popular favorite among Advertising faculty and students. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point, and the authors draw from their industry experience to lend life to the examples.
This text 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.
This is a good book to have in the desk for consulting actualized technical information about advertising. Good coverage of the new advertising landscape.
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