000			01070nam a22001577a 4500
008			200203b xxu||||| |||| 00| 0 eng d
020			_a9781844801602
050			_aHF5823.Y476
100			_aYeshin, Tony.
245			_aAdvertising. / _cTony Yeshin.
260			_aBoston : _bSouth-Western/ Cengage Learning, _c2011.
300			_axxvii, 465 p. : _bill. (col.) ; _c26 cm.
500			_aIncludes references and index.
505			_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.
942			_2lcc _cBK
999			_c7055 _d14555