DO YOU WANT TO SEE ADVERTISING FROM THE POINT OF VIEW OF AN ADVERTISING AGENCY? YOU WILL WITH THE TENTH EDITION OF CONTEMPORARY ADVERTISING. BY PRESENTING ADVERTISING FROM THE CREATIVE STAND-POINT, ARENS DRAWS FROM HIS OWN INDUSTRY EXPERIENCE TO LEND LIFE TO THE TEXT'S EXAMPLES. THIS BEST SELLER COMPREHENSIVELY EXAMINES REAL-WORLD EXAMPLES AND EXPLAINS WHAT WORKS AND WHAT DOESN'T WORK IN ADVERTISING.