Arens, William F. <br/><br/>
Contemporary advertising 
/ William F. Arens, Michael F. Weigold, Christian Arens 
 - Eleventh edition 
 - xl, 712 pages :  color illustrations 
<br/><br/>Includes bibliographical references (653-672) and indexes. 
<br/><br/>Advertising perspectives Crafting marketing and advertising strategies Integrating advertising with other elements of the communication mix Creating advertisement and commercials Using advertising media 
<br/><br/><label>ISBN: </label>9780073529912 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising
<br/><br/><label>Dewey Class. No.: </label>659.1