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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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Holdings
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY HF5823.Y476 (Browse shelf(Opens below)) Available 8583/035/20
Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY HF5823.Y47 (Browse shelf(Opens below)) 1 Available K/1950/1950/19
Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY HF5823.Y471 (Browse shelf(Opens below)) 2 Available K/1951/1951/19
Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY HF5823.Y472 (Browse shelf(Opens below)) 3 Available K/1952/1952/19
Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY HF5823.Y473 (Browse shelf(Opens below)) 4 Available K/1953/1953/19

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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