William F. Arens David H. Schaefer,
Sacramento City College Michael F. Weigold,
University of Florida at Gainesville
ISBN: 0078028914 Copyright year: 2012
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M: Advertising is the newest principles addition to the McGraw-Hill M series of texts, and was created with students’ and professors’ needs in mind. It explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors’ goal was to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student’s “real life.” This approach truly transcends the conceptual and propels students into an exciting and practical dimension.
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