Contemporary advertising / William F. Arens.

By:

ARENS, William F

Material type: Text

TextSeries: (McGraw-Hill/Irwin series in marketing)Publication details: Boston : McGraw-Hill, c2004.Edition: 9th edDescription: x1ii, 617p. : ill. (some col.) ; 28cmISBN:

0072537728

Subject(s):

Advertising

DDC classification:

22nd ed. 658.1 ARE

Summary: Offering a view of the industry, this text deals with advertising and the author draws examples from his own industry experience. It addresses the importance of Integrated Marketing Communications (IMC) in the field of Advertising, and how it impacts advertising strategy through examples of IMC campaigns.

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Holdings
Item type	Current library	Collection	Call number	Status	Barcode
Books	CUoM Library General Stacks	NFIC	659.1 ARE (Browse shelf(Opens below))	Available	00005677

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Includes index

Offering a view of the industry, this text deals with advertising and the author draws examples from his own industry experience. It addresses the importance of Integrated Marketing Communications (IMC) in the field of Advertising, and how it impacts advertising strategy through examples of IMC campaigns.

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