01070nam a22001577a 4500 200203b xxu||||| |||| 00| 0 eng d 9781844801602 HF5823.Y476 Yeshin, Tony. Advertising. / Tony Yeshin. Boston : South-Western/ Cengage Learning, 2011. xxvii, 465 p. : ill. (col.) ; 26 cm. 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. lcc BK 7055 14555 0 0 lcc 0 0 WIUC-1 WIUC-1 SPECIAL REF 2020-02-03 0 HF5823.Y476 8583/035/20 2020-02-03 00:00:00 2020-02-03 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-11 HF5823.Y47 K/1950/1950/19 2021-12-15 00:00:00 1 2021-12-15 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-11 0 HF5823.Y471 K/1951/1951/19 2021-12-15 00:00:00 2 2021-12-15 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-11 0 HF5823.Y472 K/1952/1952/19 2021-12-15 00:00:00 3 2021-12-15 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-11 0 HF5823.Y473 K/1953/1953/19 2021-12-15 00:00:00 4 2021-12-15 BK