Contemporary advertising and integrated marketing communications

dc.contributor.author	Arens, William F.
dc.contributor.author	Weigold, Michael F.
dc.date.issued	2017
dc.identifier.isbn	978-1-259-54815-4
dc.identifier.uri	https://thuvienso.hoasen.edu.vn/handle/123456789/6925
dc.description.abstract	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 comprehensive view of the industry, this text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples. Author Bill Arens 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.
dc.format	xxxi, 714 p. : ill.
dc.language.iso	en
dc.publisher	McGraw-Hill
dc.subject	Advertising
dc.subject	Marketing
dc.title	Contemporary advertising and integrated marketing communications
dc.type	Book
dc.description.version	15th edition