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"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 ...Show synopsis"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.Hide synopsis
Contemporary Advertising (McGraw Hill Higher Education) – Paperback (2007)
by
William F. Arens
Paperback, McGraw Hill Higher Education 2007
11th Revised edition. Revised.
ISBN: 0071101055 ISBN-13: 9780071101059
"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 ...Show more"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.Hide
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"Contemporary Advertising" is a comprehensive book about what is advertising in its various forms.
It distinguishes from other books about advertising through readability; it is not just a dry manual, it is written with style and has many stories.
Also, it makes us understand how advertising ...
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