000			01616nam a2200241 i 4500
003			MIUC
005			20190425142409.0
008			150109s2011 enka|||| |||| 001 | eng d
020			_a9781844801602
040			_aMIUC _beng _cMIUC
082	0		_a659.1
100	1		_91437 _aYeshin, Tony
245	1	0	_aAdvertising / _cTony Yeshin.
260			_a[Hampshire] : _bCengage Learning, _c2011.
300			_a xxvii, 465 p. : _bill. ; _c26 cm
504			_aIncludes bibliographical references and index.
505	0		_a1. 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.
520			_aAdvertising 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.
650		0	_91343 _aAdvertising
650		0	_91343 _aAdvertising _zGreat Britain
650		0	_91343 _aAdvertising _zEurope
942			_2ddc _cBK