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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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Contemporary Advertising, William F. Arens
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- Released
- Binding
- (Hardcover)
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- Title
- Contemporary Advertising
- Language
- English
- Authors
- William F. Arens
- Publisher
- Irwin Professional Publishing
- Format
- Hardcover
- Pages
- 700
- ISBN10
- 0256182574
- ISBN13
- 9780256182576
- Series
- Rating
- 4.35 out of 5
- Description
- 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.