Essentials of Contemporary Advertising
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Description
Essentials of Contemporary Advertising, 2/e by William Arens and David Schaefer explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors goal is to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student s "real life." This approach truly transcends the conceptual and propels students into an exciting and practical dimension.
