TY  - BOOK
AU  - Yeshin, Tony.
TI  - Advertising.
SN  - 9781844801602
AV  - HF5823.Y476 
PY  - 2011///
CY  - Boston
PB  - South-Western/ Cengage Learning
N1  - Includes references and index; 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.
ER  -