Arens, William F. <br/><br/>
Contemporary advertising / 
William F. Arens, Michael F. Weigold. 
 - Fifteenth edition. 
 - New York :  Mcgraw-Hill,  2017. 
 - xxxi, 714 p ;  27 cm 
<br/><br/>Includes index. 
<br/><br/>What are advertising and integrated marketing communications? -- Planning the campaign -- Executing and evaluating the campaign. 
<br/><br/><label>ISBN: </label>1259921263 9781259921261 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.<br/>Communication in marketing.
<br/><br/><label>LC Class. No.: </label>HF 5821  / B62