01018nam a22001337a 4500008004100000020001800041050001600059100001800075245003300093260005400126300004300180500003500223505062600258200203b        xxu||||| |||| 00| 0 eng d  a9781844801602  aHF5823.Y476  aYeshin, Tony.  aAdvertising. /cTony Yeshin.  aBoston :bSouth-Western/ Cengage Learning,c2011.  axxvii, 465 p. :bill. (col.) ;c26 cm.  aIncludes references and index.  aContents: 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.