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Essentials of Contemporary Advertising, by William Arens, David Schaefer, Michael Weigold
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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.
- Sales Rank: #319803 in Books
- Published on: 2008-04-16
- Original language: English
- Number of items: 1
- Dimensions: 10.90" h x .90" w x 8.50" l, 2.65 pounds
- Binding: Paperback
- 592 pages
Most helpful customer reviews
0 of 0 people found the following review helpful.
The only ad book.
By andres
Even my teacher complained about the lack of texts regarding advertizing, However, this book has a large repertoire of ad campaigns from the past that are very helpful and explain the evolution of advertizing through out the years. Great book, simple and to the point.
0 of 0 people found the following review helpful.
Meh.
By Allie O'Neal
Do not buy this if you are wanting the full product. There are 10+ pages in the middle of the book have been ripped out.
0 of 0 people found the following review helpful.
Great book
By Nicole
The book is very informative. It's easy to read, and uses real life examples. I enjoyed being taught the material in class. I'm also going to read this on my own time as well.
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