Essentials of Contemporary Advertising

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Essentials of Contemporary Advertising - Arens, William F, and Schaefer, David H, and Weigold, Michael

"Essentials of Contemporary Advertising, 3/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 ...

Essentials of Contemporary Advertising 2008, Irwin/McGraw-Hill, Boston, MA

ISBN-13: 9780073380971

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