Contemporary advertising /
Arens, William F.
Contemporary advertising / William F. Arens, Michael F. Weigold. - Fifteenth edition. - New York : Mcgraw-Hill, 2017. - xxxi, 714 p ; 27 cm
Includes index.
What are advertising and integrated marketing communications? -- Planning the campaign -- Executing and evaluating the campaign.
1259921263 9781259921261
Advertising.
Communication in marketing.
HF 5821 / B62
Contemporary advertising / William F. Arens, Michael F. Weigold. - Fifteenth edition. - New York : Mcgraw-Hill, 2017. - xxxi, 714 p ; 27 cm
Includes index.
What are advertising and integrated marketing communications? -- Planning the campaign -- Executing and evaluating the campaign.
1259921263 9781259921261
Advertising.
Communication in marketing.
HF 5821 / B62