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Description - Essentials of Contemporary Advertising by William F. Arens

"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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Book Details

ISBN: 9780073380971
ISBN-10: 0073380970
Format: Paperback
(276mm x 215mm x 22mm)
Pages: 592
Imprint: McGraw Hill Higher Education
Publisher: McGraw-Hill Education - Europe
Publish Date: 16-Apr-2008
Country of Publication: United States

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