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£128.99
McGraw-Hill Education Contemporary Advertising 11/e - McGraw-Hill Business Text
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Description
Key Features
Contemporary Advertising 11/e offers real-world advertising examples pulled directly from the author's industry experience and current market examples.
The textbook emphasises Integrated Marketing Communications (IMC) and its impact on advertising strategy and campaign effectiveness.
Bill Arens presents advertising from a creative standpoint, combining artistic principles with strategic business thinking.
McGraw-Hill's comprehensive approach covers the entire advertising industry, giving students a broad understanding of the field.
Clear writing style and practical examples make complex advertising concepts accessible to both students and professionals.
Product Specifications
- Brand
- McGraw-Hill Education
- Format
- hardcover
- ASIN
- 0073529915
- Domain
- Amazon UK
- Release Date
- 16 April 2007
- Listed Since
- 10 December 2006
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