Yeshin, Tony. creator text xxu Boston South-Western/ Cengage Learning 2011 monographic eng

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xxvii, 465 p. : ill. (col.) ; 26 cm. 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. Tony Yeshin. Includes references and index. HF5823.Y476 9781844801602 200203