000			01937nam#a2200265 4500
001			9781260590050
003			VST
005			20240703092236.0
006			m o d
007			cr#un#---uucau
008			200401s2020 eng d
020			_a9781260590050
040			_aVST _cVST _dVST
100	1		_aWilliam Arens; Michael Weigold; Christian Arens _eauthor
245	1	0	_aContemporary Advertising, 16th Edition _h[Libro Electrónico - McGraw-Hill]
250			_a16th edition
260			_aUnited Kingdom of Great Britain & Northern Ireland :
264		1	_aUnited Kingdom of Great Britain & Northern Ireland : _bMcGraw-Hill Higher Education (International), _c2020
300			_a1 online resource
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
520			_aThis product is the “big version” (18 chapters) intended for courses in Advertising and Integrated Marketing Communication. The course is taken by students in liberal arts, journalism, mass communication, and business programs. However, due to its practical, hands-on approach, depth of coverage, and marketing management emphasis, it is also widely used in university extension courses, and courses on advertising management. The wealth of award-winning advertisements also makes it a resource guide to the best work in the field for students in art and graphic design courses.  The rate of change in advertising and IMC over the past several years has been MASSIVE, so this revision is the most significant to date.  All data, examples,statistics, images and vignettes updated to reflect the latest information available.  There is also significantly more coverage of digital and social media, consumer privacy and data protection, ethics, diversity and global.
650		4	_aBusiness & Economics/Marketing/General
856	4	0	_uhttps://bc.vitalsource.com/tenants/bibcent_ex/libraries?bookmeta_vbid=9781260590050
999			_c434654 _d434654