Contemporary Advertising

• Author(s): William F. Arens,
• Publisher: McGraw-Hill/Irwin
• Pages: 614
• ISBN_10: 0073135690
  ISBN_13: 9780073135694
  
• Language: en
• Categories: Business & Economics / General , Business & Economics / Advertising & Promotion ,

Description:... Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point. It addresses the importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns.