Essentials of contemporary advertising

dc.contributor.author	Arens, William F.
dc.contributor.author	Schaefer, David H.
dc.contributor.author	Weigold, Michael
dc.date.issued	2009
dc.identifier.isbn	0-07-338097-0
dc.identifier.isbn	978-0-07-338097-1
dc.identifier.uri	https://thuvienso.hoasen.edu.vn/handle/123456789/9785
dc.description.abstract	This book explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors’ goal was 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.
dc.format	xxiv, 558 p. : ill.
dc.language.iso	en
dc.publisher	McGraw-Hill
dc.subject	Advertising
dc.title	Essentials of contemporary advertising
dc.type	Book
dc.description.version	2nd edition