TY  - BOOK
AU  - Yeshin,Tony
TI  - Advertising
SN  - 1844801608
U1  - 659.1 
PY  - 2006///
CY  - London
PB  - Thomson Learning
KW  - Advertising
KW  - Great Britain
KW  - Europe
N1  - 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
ER  -