博客來-books網路書店-專業.教科書.政府出版品

博客來好書推薦-Contemporary Advertising (第14版)

博客來專業及教科書及政府出版品-大眾傳播類分類熱銷好書

　　Presenting Advertising as it is actually practiced. Known for its current examples, the author's ability to pull from real-world experiences, and clear writing style, the 14th edition of Contemporary Advertising is a popular favorite among Advertising faculty and students. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point, and the authors draw from their industry experience to lend life to the examples. This text continues to address the importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns.