Contemporary advertising /
Arens, William F.
Contemporary advertising / William F. Arens, Courtland L. Bovée ; with the editorial collaboration of Jack J. Whidden. - 5th ed. - Burr Ridge, Ill. : Irwin, c1994. - xxx, 573, [81] p. : ill. (some col.) ; 29 cm. - The Irwin series in marketing .
Bovée's name appears first on previous editions.
Includes bibliographical references and index
Advertising perspectives --
Developing marketing and advertising strategies --
Creating advertisements and commercials --
Advertising media --
Integrated marketing communications.
025613412X
9780256134124
Advertising.
HF5821 / .B62
Contemporary advertising / William F. Arens, Courtland L. Bovée ; with the editorial collaboration of Jack J. Whidden. - 5th ed. - Burr Ridge, Ill. : Irwin, c1994. - xxx, 573, [81] p. : ill. (some col.) ; 29 cm. - The Irwin series in marketing .
Bovée's name appears first on previous editions.
Includes bibliographical references and index
Advertising perspectives --
Developing marketing and advertising strategies --
Creating advertisements and commercials --
Advertising media --
Integrated marketing communications.
025613412X
9780256134124
Advertising.
HF5821 / .B62