Advertising (Paperback)

1. The Advertising Context. 2. The Theoretical Background to Advertising - How Advertising Works. 3. The Impostance of Integrated Marketing Communications. 4. The Importance of Branding and the Advertising Contribution.5. Agency Structures and the Client/Agency Relationship. 6. Analysing the Advertising Audience. 7. The Roles of Segmentation, Targeting and Positioning. 8. The Contribution of Market Research. 9. Defining Advertising Objectives and Strategy. 10. Creative Strategy and Tactics. 11. Media Planning, Objectives and Strategy. 12. Other areas of Advertising. 13. The Development of International Advertising.