Contemporary Advertising, 16th Edition by William F. Arens offers a comprehensive exploration of advertising and Integrated Marketing Communication (IMC) principles. This extensive edition, featuring 18 chapters, is perfectly suited for students in liberal arts, journalism, mass communication, and business programs. Its practical, hands-on approach and strong emphasis on marketing management also make it an invaluable resource for university extension courses and advertising management curricula. Art and graphic design students will find the abundance of award-winning advertisements an inspiring guide to the industry’s best practices.
The landscape of advertising and IMC has undergone immense transformation, and this 16th edition reflects that with its most significant revision to date. Every piece of data, example, statistic, image, and vignette has been meticulously updated to incorporate the most current information available. Notably, there is a substantial expansion of coverage dedicated to digital and social media, consumer privacy and data protection, ethics, diversity, and global advertising practices.
Book Details:
- Author: William F. Arens
- Edition: 16th
- Publisher: McGraw Hill
- ISBN-10: 1264020716
- ISBN-13: 978-1264020713
- Publication Date: January 17, 2020