Advertising is a comprehensive & 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 & illustrated with examples of contemporary practice. This text is suitable for undergraduate students of Marketing in particular Advertising & Marketing Communications & postgraduate students on marketing-led Masters. Tony Yeshin has a background that successfully combines professional practice & 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 & Texaco to Jaffa Royal Caribbean Cruise Lines & General Foods. His experience ranges across F.M.C.G. to Leisure & 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 & post-graduate levels within the field of Marketing Communications.