ND PURDUE UNIV WEST LAFAYETTE:CONTEMPORARY ADVERTISING
Arens, William F., Weigold, Michael F., Arens, Christian
ISBN: | 9781259992605 |
Publisher: | McGraw-Hill Education |
Published: | 22 April, 2016 |
Editions: |
18 other editions
of this product
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ND PURDUE UNIV WEST LAFAYETTE:CONTEMPORARY ADVERTISING
Arens, William F., Weigold, Michael F., Arens, Christian
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 words in the business: integrated marketing communications, database and relationship marketing, interactive digital media, brand equity, ethics and cause marketing.
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