Title: Contemporary Advertising, 16th Edition
Author(s): William F. Arens, Michael F. Weigold, Christian Arens
Publisher: McGraw-Hill Education
Description: “Contemporary Advertising” in its 16th Edition offers a comprehensive overview of advertising principles and practices in today’s dynamic and digital landscape. Authored by William F. Arens, Michael F. Weigold, and Christian Arens, this textbook covers essential topics such as advertising strategy, creative development, media planning, digital advertising, social media marketing, and integrated marketing communications. With its emphasis on real-world examples, case studies, and cutting-edge advertising campaigns, this edition provides students with a deep understanding of the role of advertising in modern business environments. Whether you’re a student studying advertising or a practitioner working in the field, “Contemporary Advertising” serves as an invaluable resource for understanding the complexities of contemporary advertising and its impact on consumer behavior and brand management.