ARENS, William F. <br/><br/>
Contemporary advertising / 
William F. Arens. 
 - 9th ed. 
 - Boston :  McGraw-Hill,   c2004. 
 - x1ii, 617p. :  ill. (some col.) ;  28cm. 
 - (McGraw-Hill/Irwin series in marketing) .
<br/><br/> Includes index 
<br/><br/> 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.  
<br/><br/><label>ISBN: </label>0072537728 
<br/><br/><label>Subjects--Topical Terms: </label><br/> Advertising. 
<br/><br/><label>Dewey Class. No.: </label>658.1 ARE