Contemporary Advertising 15th Edition by William Arens
By: William Arens
Publisher: McGraw-Hill Higher Education
Print ISBN: 9781259548154, 1259548155
eText ISBN: 9781259737930, 1259737934
Edition: 15th
Copyright year: 2017
Presenting Advertising as it is actually Practiced. Known for its current examples the author’s ability to pull from real-world experiences and clear writing style the 14th edition of Contemporary Advertising is a popular favorite among Advertising faculty and students. Taking a comprehensive view of the industry this text presents advertising from the creative stand-point and the authors draw from their industry experience to lend life to the examples. This text continues to address the importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns.
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