Advertising /
Yeshin, Tony
Advertising / Tony Yeshin. - [Hampshire] : Cengage Learning, 2011. - xxvii, 465 p. : ill. ; 26 cm
Includes bibliographical references and index.
1. The advertising context --
2. The theoretical background to advertising: how advertising works --
3. The importance of integrated marketing communications (IMC) --
4. The importance of branding and the advertising contribution --
5. Agency structures and the client/agency relationship --
6. Analysing the advertising audience --
7. The roles of segmentation, targeting and positioning --
8. The contribution of market research --
9. Defining advertising objectives and strategy --
10. Creative strategy and tactics --
11. Media planning, objectives and strategy --
12. Other areas of advertising --
13. The development of international advertising.
Advertising is a comprehensive and highly accessible textbook, providing both an understanding of the application of the principles of advertising from a practitioner perspective, as well as a sound academic underpinning, and illustrated with examples of contemporary practice.
9781844801602
Advertising
Advertising--Great Britain
Advertising--Europe
659.1
Advertising / Tony Yeshin. - [Hampshire] : Cengage Learning, 2011. - xxvii, 465 p. : ill. ; 26 cm
Includes bibliographical references and index.
1. The advertising context --
2. The theoretical background to advertising: how advertising works --
3. The importance of integrated marketing communications (IMC) --
4. The importance of branding and the advertising contribution --
5. Agency structures and the client/agency relationship --
6. Analysing the advertising audience --
7. The roles of segmentation, targeting and positioning --
8. The contribution of market research --
9. Defining advertising objectives and strategy --
10. Creative strategy and tactics --
11. Media planning, objectives and strategy --
12. Other areas of advertising --
13. The development of international advertising.
Advertising is a comprehensive and highly accessible textbook, providing both an understanding of the application of the principles of advertising from a practitioner perspective, as well as a sound academic underpinning, and illustrated with examples of contemporary practice.
9781844801602
Advertising
Advertising--Great Britain
Advertising--Europe
659.1