Essentials of Contemporary Advertising

ISBN: 9780073136660
Publisher: McGraw-Hill/Irwin
Edition: 1
Publication Date: 2006-03-14
Number of pages: 592
  • $16.98

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DESCRIPTION

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 is 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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