Yeshin, Tony <br/><br/>
Advertising / 
Tony Yeshin. 
 - [Hampshire] :  Cengage Learning,  2011. 
 - xxvii, 465 p. :  ill. ;  26 cm 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>1. The advertising context -- <br/>2. The theoretical background to advertising: how advertising works -- <br/>3. The importance of integrated marketing communications (IMC) -- <br/>4. The importance of branding and the advertising contribution -- <br/>5. Agency structures and the client/agency relationship -- <br/>6. Analysing the advertising audience -- <br/>7. The roles of segmentation, targeting and positioning -- <br/>8. The contribution of market research -- <br/>9. Defining advertising objectives and strategy -- <br/>10. Creative strategy and tactics -- <br/>11. Media planning, objectives and strategy -- <br/>12. Other areas of advertising -- <br/>13. The development of international advertising. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9781844801602 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising<br/>Advertising--Great Britain<br/>Advertising--Europe
<br/><br/><label>Dewey Class. No.: </label>659.1