McGraw-Hill Education Contemporary Advertising Textbook 12th Edition

Name: McGraw-Hill Education Contemporary Advertising Textbook 12th Edition
Brand: McGraw-Hill/Irwin
SKU: BRWH-0073381071
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SKU: BRWH-0073381071

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Brand: McGraw-Hill/Irwin

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Description

Contemporary Advertising, 12/e is a best-selling advertising text known for its current examples, real-world insights, and clear writing style. This book takes a comprehensive view of the industry from a creative standpoint, using Bill Arens own industry experience to bring examples to life. The text emphasizes the importance of Integrated Marketing Communications (IMC) and its impact on advertising strategy, featuring examples of IMC campaigns.