Principles of Advertising: A Global Perspective, Second Edition

by Monle Lee, Carla Johnson, William Winston

Book Overview

"A complete and well-organized textbook on advertising"Educational Book Review Principles of Advertising: A Global Perspective, Second Edition updates the classic first edition of this exceptional... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0789023008
• ISBN13: 9780789023001
• Release Date: August 2005
• Publisher: Routledge
• Length: 450 Pages
• Weight: 1.50 lbs.
• Dimensions: 1.1" x 6.1" x 8.5"

Customer Reviews

Marketing in plain English

I have to admit upfront that I purchased this book solely because a segment of one of its chapters solidified my position about the use of sans serif text in my company's global advertising. I am a marketing manager for a flooring manufacturer, but I do not have a marketing degree. Therefore, I read books and articles to supplement my on the job knowledge and experience. Principles of Advertising is a plain English, example-rich source book for current advertising ideas. It is also interspersed with insets called Global Perspectives and Ethics Tracks which compare U.S. advertising to other countries, and the ethics (or lack of ) found in advertising respectively. I find that I refer to it frequently in my day to day business for new and fresh ideas, and it does not bog you down with lofty rhetoric. I highly recommend it.

hi carla

Carla Johnson writes a riveting perspective on advertising. And that doesnt even tie in to the fact that shes almost like a grandma to me.I'd just like to thank her for being a wonderful author and friend. Sadly though, she's my only claim to fame. You go girl, Luv always, Dani