TY  - BOOK
AU  - Arens, William F.
TI  - Contemporary advertising
SN  - 0070667667 (pbk)
U1  - 659.1 
PY  - 2006///
CY  - New Delhi
PB  - Tata McGraw-Hill
KW  - Media science
KW  - Advertising
KW  - Scope of advertising
KW  - Advertising strategies
KW  - Communication elements
KW  - Advertising commercials
KW  - Advertising media
KW  - Electronic media
KW  - RIMS
N1  - Includes Index
ER  -