Advertising 1e

Tony Yeshin, University of Greenwich
ISBN-13: 9781844801602
ISBN: 1844801608

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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.

Chapter Abstracts

• Ch. 1 The Advertising Context  [Purchase this echapter]
  Chapter One covers the nature of advertising; the historical development of advertising; the environment in which advertising exists; the classification of advertising; the functions and roles of advertising; the benefits and limitations of advertising; the social and ethical issues related to advertising and the legal and regulatory framework which controls advertising
• Ch. 2 The Theoretical Background to Advertising - How Advertising Works  [Purchase this echapter]
  Chapter Two covers the nature of the communications process; the models of advertising; the criticisms of advertising models; how theory relates to practice and the issues around advertising awareness and effectiveness
• Ch. 3 The Importance of Integrated Marketing Communications  [Purchase this echapter]
  Chapter Three covers the background to IMC; the current debate around IMC; the impact of external factors; forces driving the growth of IMC; the benefits of IMC; the process of achieving integration and organisational approaches to IMC
• Ch. 4 The Importance of Branding and the Advertising Contribution  [Purchase this echapter]
  Chapter Four covers the role of the brand; the advantages of branding; the dimensions of branding; brand valuation and brand equity; the elements of branding strategy; the roles of advertising and the challenges facing brands
• Ch. 5 Agency Structures and the Client/Agency Relationship  [Purchase this echapter]
  Chapter Five covers the UK agency scene, advertising agency structures and personnel, the debate relating to agency remuneration, the agency/client relationship and the criteria for agency selection
• Ch. 6 Analysing the Advertising Audience  [Purchase this echapter]
  Chapter Six covers consumer behaviour in the context of advertising development, influences on consumers' purchasing decisions, underlying changes in the nature of the consumer and their impact on purchasing, brand loyalty, consumer understanding of advertising and organisational buying behaviour
• Ch. 7 The Roles of Segmentation, Targeting and Positioning  [Purchase this echapter]
  Chapter Seven covers how market segmentation works, the process of targeting, the nature of positioning, the ways in which brand positioning can be achieved, the difficulties of changing brand positioning and the contribution of advertising
• Ch. 8 The Contribution of Market Research  [Purchase this echapter]
  Chapter Eight covers the market research process, the stages of market research and the sources of information, how market research helps advertisers to understand the market, the contribution of market research to the strategic development of advertising and the importance of evaluating advertising effectiveness
• Ch. 9 Defining Advertising Objectives and Strategy  [Purchase this echapter]
  Chapter Nine covers the stages of advertising development, the importance of advertising strategy and the implications for strategy development, the impact of advertising on the brand at different stages of the product life cycle, the nature of advertising objectives and how they are determined and the role of budget planning and the methods used to determine levels of expenditure
• Ch. 10 Creative Strategy and Tactics  [Purchase this echapter]
  Chapter Ten covers the role of the creative brief, creativity in advertising, the factors to be considered in determining the creative platform, the nature of advertising appeals and their application, the variety of formats which can be applied to advertising campaigns, advertising approaches, including use of celebrities, humour, music, comparative and shock advertising and the role of non-verbal communications
• Ch. 11 Media Planning, Objectives and Strategy  [Purchase this echapter]
  Chapter Eleven covers the role of media planning, the changing nature of media, the advantages and disadvantages of the various media channels, the importance of media strategy, the issues involved in the development of a media plan and the issues relating to media scheduling
• Ch. 12 Other areas of Advertising  [Purchase this echapter]
  Chapter Twelve covers the increasing use of advertising in the corporate and business-to-business sectors, the issues of services advertising, advertising in the non-profit sector (charity and cause-related activities), the growth of interactive advertising and direct-response mechanisms and the implications of the growth of the internet and its use as an advertising medium
• Ch. 13 The Development of International Advertising  [Purchase this echapter]
  Chapter Thirteen covers the growth of international marketing, the reasons for the development of global brands, the management of global brands and the implications for global branding, the nature of the international consumer and the factors affecting international advertising and the move towards global marketing communications