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Contemporary advertising

Arens, William F.

Contemporary advertising / William F. Arens, Michael F. Weigold, Christian Arens - Eleventh edition - xl, 712 pages : color illustrations

Includes bibliographical references (653-672) and indexes.

Advertising perspectives Crafting marketing and advertising strategies Integrating advertising with other elements of the communication mix Creating advertisement and commercials Using advertising media

ISBN: 9780073529912

Subjects--Topical Terms:
Advertising

Dewey Class. No.: 659.1

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