Advertising, Paperback


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.


  • Format: Paperback
  • Pages: 512 pages, illustrations
  • Publisher: Cengage Learning EMEA
  • Publication Date:
  • Category: Advertising
  • ISBN: 9781844801602



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