Advertising. / Tony Yeshin.
Material type:
TextPublication details: Boston : South-Western/ Cengage Learning, 2011.Description: xxvii, 465 p. : ill. (col.) ; 26 cmISBN: - 9781844801602
- HF5823.Y476
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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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