Contemporary Advertising [Paperback] 16e by William Arens

Product details Brand New Paperback Publisher: McGraw-Hill Education; 16 edition (11 Mar. 2020) Language: English ISBN-10: 1260570835 ISBN-13: 9781260570830 Product Dimensions: 33.8 x 2.4 x 27.6 cm Identical Content with US Edition   Description This product is the “big version” (18 chapters) intended for courses in Advertising and Integrated Marketing Communication. The course is taken by students in liberal arts, journalism, mass communication, and business programs. However, due to its practical, hands-on approach, depth of coverage, and marketing management emphasis, it is also widely used in university extension courses, and courses on advertising management. The wealth of award-winning advertisements also makes it a resource guide to the best work in the field for students in art and graphic design courses. The rate of change in advertising and IMC over the past several years has been MASSIVE, so this revision is the most significant to date. All data, examples, statistics, imag