Arens, William F. <br/><br/>
Contemporary advertising /  [Book] 
William F. Arens with the editorial collaboration of Jack J. Whidden. 
 - Sixth edition. 
 - Chicago :  Irwin,  c1996. 
 - 501 pages plus R 1-33, A 1-5, B 1-3, C 1-7, D 1-7, E 1-2, G 1-18, N 1-15, CA 1-7 and I 1-14 pages :  illustrations, (some colors), color map ;  29 cm. 
 - The Irwin series in marketing .
<br/><br/> Includes four pages of color tranparencies. 
<br/><br/> This introductory text presents advertising as it is actually practiced - as a business, marketing tool, as a creative process and as a hybrid discipline that employs elements of the various arts and sciences. It pays close attention to Arens, and also covers the latest buzz words in the business: integrated marketing communications, database and relationship marketing, interactive digital media, brand equity, ethics and cause marketing. 
<br/><br/> All 
<br/><br/><label>ISBN: </label>0256182574 (hardback) 9780256182576 (hardback) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising.
<br/><br/><label>Dewey Class. No.: </label>659.1