TY  - BOOK
AU  - Arens, William F. 
AU  - Schaefer, David H.
AU  - Weigold, Michael F.
TI  - Essentials of contemporary advertising 
SN  - 9780073380971
U1  - 659.1 ARE 2009 
PY  - 2009///
CY  - Boston
PB  - McGraw-Hill Irwin
KW  - Advertising
N1  - ncludes bibliographical references (p. 511-523) and indexes
ER  -