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Contemporary Advertising (15 Ed.)

Contemporary Advertising (15 Ed.)

作者 : Williams F. Arens/ Michael F. Weigold

出版社 : 美商麥格羅希爾國際股份有限公司台灣分公司

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定價 : NT 1,340

售價85折, NT1,139

內容簡介


The newest edition of Arens includes a number of updates to help instructors remain relevant and current. New chapter-opening stories include the advertising success stories of Activia, Lance Armstrong, the ALS Foundation “Ice Bucket Challenge,” the Banner ads for Psychopaths campaign, and the Dumb Ways to Die campaign. Global advertising coverage increased and integrated throughout. Updated case study epilogue on the highly successful “Priceless” branding campaign for MasterCard, created by McCann Worldwide in New York.
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作者介紹

■作者簡介

Williams F. Arens

Michael F. Weigold

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