Arens, WIlliam F.  <br/><br/>
Contemporary advertising. / 
WIlliam F. Arens,  
 - 6th 
 - Chicago;  Irwin,  1996. 
 - xxxi, 501 p.:  ill.;  28cm  
<br/><br/> Includes index. 
<br/><br/>Contents: Advertising perspectives -- Crafting marketing and advertising stategies -- Creating advertisments and commercials -- Buying media space and time -- Building relationships through integrated marketing communications (IMC) -- Appendix A: Marketing plan outline A -- Appendix B: Advertising plan outline B -- Appendix C: The Complete campaign: creating a splash for mountain dew -- Appendix D: Career planning in advertising D -- Appendix E: Industry resoucres.  
<br/><br/><label>ISBN: </label>0256182574 
<br/><br/><label>LC Class. No.: </label>HF5821.B62Ar3