Advertising is a comprehensive and highly accessible textbook, providing both an understanding of the application of the principles of advertising from a practitioner perspective, as well as a sound academic underpinning, and illustrated with examples of contemporary practice. This text is suitable for undergraduate students of Marketing, in particular Advertising and Marketing Communications and postgraduate students on marketing-led Masters. Tony Yeshin has a background that successfully combines professional practice and academe. Following several years in the advertising profession with both large international agencies as well as smaller operations, his client experience is wide-ranging. During his career he handled an extensive variety of Client companies from Procter & Gamble and Texaco to Jaffa, Royal Caribbean Cruise Lines and General Foods. His experience ranges across F.M.C.G. to Leisure and Tourism, as well as non-profit organisations. For the past 11 years he has been a Senior Lecturer in Marketing at the University of Greenwich, where he has been responsible for the development of programmes both at undergraduate and post-graduate levels within the field of Marketing Communications.
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The advertising context
The communications process 29 Understanding the advertising
The importance of integrated marketing
The background to IMC 54 The current debate around IMC
The forces driving the growth of IMC 68 The benefits of IMC
The process of achieving integration 75 Organisational
The role of the brand 91 The advantages of branding 93
Agency structures and the clientagency
How market segmentation works 196 Targeting
Changing brand positioning
The contribution of market research
Defining advertising objectives and strategy
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