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Advertising / Tony Yeshin.

By: Material type: TextTextPublisher: London : Thomson Learning, 2006Description: xxvii, 465 pages : illustrations ; 26 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 1844801608
  • 9781844801602
Subject(s): DDC classification:
  • 659.1
Contents:
Ch. 1. The advertising context -- Ch. 2. The theoretical background to advertising : how advertising works -- Ch. 3. The importance of integrated marketing communications (IMC) -- Ch. 4. The importance of branding and the advertising contribution -- Ch. 5. Agency structures and the client/agency relationship -- Ch. 6. Analysing the advertising audience -- Ch. 7. The roles of segmentation, targeting and positioning -- Ch. 8. The contribution of market research -- Ch. 9. Defining advertising objectives and strategy -- Ch. 10. Creative strategy and tactics -- Ch. 11. Media planning, objectives and strategy -- Ch. 12. Other areas of advertising -- Ch. 13. The development of international advertising.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 659.1 YES (Browse shelf(Opens below)) 1 Available A395811B
Book City Campus City Campus Main Collection 659.1 YES (Browse shelf(Opens below)) 1 Available A396034B
Browsing City Campus shelves, Shelving location: City Campus Main Collection Close shelf browser (Hides shelf browser)
659.1 WOR The work 2010 / 659.1 WOR ACCOMPANYING PARTS ( 2 DISCS ) The work 2010 / 659.1 WOR ACCOMPANYING PARTS ( 2 DISCS ) The work 2010 / 659.1 YES Advertising / 659.1 YES Advertising / 659.101 ADV Advertising theory / 659.101 GOU The assault on childhood.

Ch. 1. The advertising context -- Ch. 2. The theoretical background to advertising : how advertising works -- Ch. 3. The importance of integrated marketing communications (IMC) -- Ch. 4. The importance of branding and the advertising contribution -- Ch. 5. Agency structures and the client/agency relationship -- Ch. 6. Analysing the advertising audience -- Ch. 7. The roles of segmentation, targeting and positioning -- Ch. 8. The contribution of market research -- Ch. 9. Defining advertising objectives and strategy -- Ch. 10. Creative strategy and tactics -- Ch. 11. Media planning, objectives and strategy -- Ch. 12. Other areas of advertising -- Ch. 13. The development of international advertising.

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