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

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Previous	659.1 MAC adv Advertising /	659.1 MOR adv Advertising & IMC : principles & practice	659.1 PER str Strategic advertising management /	659.1 YES adv Advertising /	659.1 YOU ogi Ogilvy on advertising in the digital age	659.101 DU adv The advertised mind :	659.101 FEN psy The psychology of advertising /	Next

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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