Advertising / Tony Yeshin.

By:

Yeshin, Tony

Material type:

TextPublication details: [Hampshire] : Cengage Learning, 2011.Description: xxvii, 465 p. : ill. ; 26 cmISBN:

9781844801602

Subject(s):

DDC classification:

659.1

Contents:

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.

Summary: 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.

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Holdings
Item type	Current library	Call number	Status	Barcode
Books	Marbella International University Centre Library	659.1 YES adv (Browse shelf(Opens below))	Available	10272

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.

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