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Advertising. / Tony Yeshin.

By: Material type: TextPublication details: Boston : South-Western/ Cengage Learning, 2011.Description: xxvii, 465 p. : ill. (col.) ; 26 cmISBN:
  • 9781844801602
LOC classification:
  • HF5823.Y476
Contents:
Contents: The advertising context -- The theoretical background to advertising: how advertising works -- The importance of integrated marketing communications (IMC) -- The importance of branding and the advertising contribution -- Agency structures and the client/ agency relationship -- Analysing the advertising audience -- The roles of segmentation, targeting and positioning -- The contribution of market research -- Defining advertising objectives and strategy -- Creative strategy and tactics -- Media planning, objectives and strategy -- Other areas of advertising -- The development of international advertising.
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Includes references and index.

Contents: The advertising context -- The theoretical background to advertising: how advertising works -- The importance of integrated marketing communications (IMC) -- The importance of branding and the advertising contribution -- Agency structures and the client/ agency relationship -- Analysing the advertising audience -- The roles of segmentation, targeting and positioning -- The contribution of market research -- Defining advertising objectives and strategy -- Creative strategy and tactics -- Media planning, objectives and strategy -- Other areas of advertising -- The development of international advertising.

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