TY  - BOOK
AU  - Arens, WIlliam F. 
TI  - Contemporary advertising.
SN  - 0256182574
AV  - HF5821.B62Ar3 
PY  - 1996///
CY  - Chicago
PB  - Irwin
N1  - Includes index; 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.
ER  -