marketing essentials advertising mcgraw-hill

books:

Essentials of Contemporary Advertising. William F. Arens, David H. Schaefer
William F. Arens

McGraw-Hill Higher Education, 2008

"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 was 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 ...

Contemporary Advertising (Mcgraw-Hill/Irwin Series in Marketing)

9 reviews
William F. Arens

McGraw-Hill/Irwin, 2005

Contemporary Advertising
This is not only contemporary, but comprhensive. An excellent text that covers the range of history that leads to today's form of advertising, showing what has worked in the past, the present, and through the ages. The text has excellent explanations of specific campaigns. Examples such as the rise of Mountain Dew, and how it became the strong brand today from the original drink mixer for ...