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.

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.