Essentials of Contemporary Advertising. William F. Arens, David H. Schaefer
ISBN-13:
9780071287579
ISBN-10:
0071287574
Edition:
Second
Author:
David Schaefer, William F. Arens
Publication date:
2008
Publisher:
McGraw-Hill Higher Education
Format:
Paperback
608 pages
FREE US shipping
Book details
ISBN-13:
9780071287579
ISBN-10:
0071287574
Edition:
Second
Author:
David Schaefer, William F. Arens
Publication date:
2008
Publisher:
McGraw-Hill Higher Education
Format:
Paperback
608 pages
Summary
Essentials of Contemporary Advertising. William F. Arens, David H. Schaefer (ISBN-13: 9780071287579 and ISBN-10: 0071287574), written by authors
David Schaefer, William F. Arens, was published by McGraw-Hill Higher Education in 2008.
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Description
"Essentials of Contemporary Advertising, 2/e" by William Arens and David Schaefer 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.
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