TY  - BOOK
AU  - Yeshin,Tony
TI  - Advertising
AV  - HF 5823 Y476.2011
PY  - 2011///
CY  - Advertising, Gran Bretaña
PB  - Cengage Learning EMEA
KW  - Advertising
KW  - Great Britain
KW  - Europe
KW  - Publicidad
KW  - Publicidad -
KW  - Gran Bretaña
KW  - Europa
N1  - Incluye índice; 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  -