Contemporary advertising and integrated marketing communications /
Arens, William F.
Contemporary advertising and integrated marketing communications / William F. Arens, Michael F. Weigold, Christian Arens. - 13th ed. - Boston : McGraw-Hill Irwin, 2011. - xl, 774 p. ill. (some col.)
Prev. ed. has title: Contemporary advertising. Includes index.
Advertising perspectives-- Crafting marketing and advertising strategies-- Creating advertisements and commercials-- Using advertising commercials-- Using advertising media-- Intergrating advertising
9780071220606
2009041919
Advertising.
HF5821.A74 2011
Contemporary advertising and integrated marketing communications / William F. Arens, Michael F. Weigold, Christian Arens. - 13th ed. - Boston : McGraw-Hill Irwin, 2011. - xl, 774 p. ill. (some col.)
Prev. ed. has title: Contemporary advertising. Includes index.
Advertising perspectives-- Crafting marketing and advertising strategies-- Creating advertisements and commercials-- Using advertising commercials-- Using advertising media-- Intergrating advertising
9780071220606
2009041919
Advertising.
HF5821.A74 2011