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Contemporary Advertising with Powerweb [With CDROM]
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Contemporary Advertising with Powerweb [With CDROM]

3.97 of 5 stars 3.97  ·  rating details  ·  30 ratings  ·  2 reviews
Contemporary Advertising is one of the best selling advertising texts. It is best known for its current examples, the authors ability to pull from real-world experiences, and the clear writing style. In this edition, Arens also addresses the importance of Integrated Marketing Communications (IMC) and how it impacts advertising strategy through many examples of IMC campaign...more
Hardcover, 704 pages
Published August 13th 2001 by Irwin/McGraw-Hill (first published October 1st 1993)
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Todd Maxwell
I registered a book at BookCrossing.com!
http://www.BookCrossing.com/journal/12550083
Ottotan
Very classic approach for advertising but lack of "integrated" in new communication trends
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