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Contemporary Advertising (Irwin Series in Marketing) William Arens

You will find that this textbook has a logical structure that makes studying easier.

A nice touch in this textbook is the color-coded sections for different topics.

What stands out about this textbook is the index, which makes finding topics quick.

This textbook is the required reading for the core curriculum course.

What stands out about this textbook is the step-by-step problem-solving approach.

A nice touch in this textbook is the timeline of major discoveries in the field.

What stands out about this textbook is the highlighted key terms throughout.

You will find that this textbook is packed with examples that clarify tough ideas.

What stands out about this textbook is the inclusion of interviews with practitioners.

What stands out about this textbook is the attention to diverse cultural examples.