The Fifth Edition of Contemporary Advertising is an equally dramatic example of this new relationship. Written by a successful advertising man and a respected educator, it not only represents a context vividly familiar to the practitioner but a treasury of insights, information,...
This introductory text presents advertising as it is actually practiced - as a business, marketing tool, as a creative process and as a hybrid discipline that employs elements of the various arts and sciences. It pays close attention to Arens, and also covers the latest buzz...
The Fifth Edition of Contemporary Advertising is an equally dramatic example of this new relationship. Written by a successful advertising man and a respected educator, it not only represents a context vividly familiar to the practitioner but a treasury of insights, information,...
Contemporary Advertising, 10/e, is one of the best-selling advertising texts in this field. Known as the " coffee table book" for Advertising, it is known for its current examples, the author's ability to pull from real-world experiences, and the clear writing style. Taking a...