Arens,  William F. <br/><br/>
Contemporary advertising 

 - 11th ed. 
 - New York    McGraw-Hill  2008 
 - xl, 712 p.  Includes index 
<br/><br/> Contemporary Advertising' looks at the evolution of advertising, the scope of advertising, gathering information for advertising planning, planning media strategy, using print media, and much more 
<br/><br/><label>ISBN: </label>978-0-07-127543-9 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising
<br/><br/><label>Dewey Class. No.: </label>C 659.1 A3c