TY  - BOOK
AU  - Yeshin,Tony
TI  - Advertising
SN  - 9781844801602
U1  - 659.1 
PY  - 2011///
CY  - [Hampshire]
PB  - Cengage Learning
KW  - Advertising
KW  - Great Britain
KW  - Europe
N1  - 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
N2  - 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
ER  -