Average Reviews:
(More customer reviews)This book is informative and very legible for my class. I look forward to studying, when I typically don't care for it at all. Good references in advertising.
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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.
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