Contemporary advertising: and integrated marketing communications
Auteur :
Arens, William F.
Éditeur :
Arens, William F.Weigold, Michael F.,Arens, Christian,
ISBN :
9780078028953
Date de publication :
1 déc. 2012
Dimensions :
27,6 x 22,8 x 2,5 cm
Poids :
1478 g
Langue :
Anglais
Pays d'origine :
USA
Taking a view of industry, this text presents advertising from creative stand-point, and the authors draw from their industry experience to lend life to the examples. It addresses importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns.