TY  - BOOK
AU  - Arens, William F.
AU  - Schaefer, David H.;  Weigold, Michael
TI  - Essentials of contemporary advertising
SN  - 978-007-127057-1
U1  - C 659.1 A3e 
CY  - New York
KW  - Advertising
N2  - This book Advertising is an ever-changing, creative discipline. The power of advertising is so remarkable in its ability to inspire, influence, and communicate that the study of advertising is more important today than ever before. It's important not just for students of business or journalism-who may be contemplating a career in the field-but also for students of sociology, psychology, political science, eco-nomics, history, language, science, or the arts. Many of these people will become creators of advertising; all will be lifetime consumers of it
ER  -