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CAIRO BOOKS's Description
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.