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1
Contemporary advertising / Courtland L. Bovée, William F. Arens.
Homewood, Ill. : Irwin, 1986
xxvii, 629, [45] p. : ill. (some col.) ; 28 cm.
2
Contemporary advertising / William F. Arens.
New York : McGraw-Hill Higher Education , 2006
xx, 614 p. : 30 cm.

Offering a comprehensive view of the industry, this text presents advertising from the creative stand-point. It addresses the importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns.