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 classroom resource, selected as one of CHOICE magazine's Outstanding Academic Titles for 1999. Ideal for use as an introductory textbook, the book presents an integrated marketing approach that's essential for keeping up with the changing world of contemporary advertising, and reflects the authors' expertise not just in advertising, but also in the larger field of integrated marketing communications. The new edition of the book examines the environment in the advertising industry following the terrorist attacks on Sept. 11, 2001, as well as market segmentation, target marketing, product positioning, buyer behavior, legal and political concerns, the creative aspects of advertising, and much more.

Principles of Advertising: A Global Perspective, Second Edition equips instructorsand their studentswith the fundamental elements of the field with emphasis on ethical issues. The book includes a foreword by Don E. Schultz of Northwestern University's Integrated Marketing Communication program and provides insights into effective local, national, and global integrated marketing strategies for print, electronic, and online advertising. This updated edition maintains the original format for each chapter of featuring Global Perspectives, Ethics Tracks, and short commentaries from practitioners in various fields, and adds 24 new illustrations and more recent examples of now-famous advertising campaigns.

New material presented in Principles of Advertising: A Global Perspective, Second Edition includes: the benefits of a graduate degree
client-agency relationships
targeting the middleman
marketing to men
Janet Jackson exposed
pop-up ads
marketing cosmetic surgery
advertising as programming
controversial campaigns
behavioral targeting or online stalking?

Principles of Advertising: A Global Perspective, Second Edition examines new theories, new technologies, well-known advertising campaigns, and cultural considerations for advertising in foreign markets to give your students current and proven information on the changing world of advertising.

• Format: Hardcover
• Language: English
• ISBN: 0789022990
• ISBN13: 9780789022998
• Release Date: August 2005
• Publisher: Routledge
• Length: 450 Pages
• Weight: 1.95 lbs.
• Dimensions: 1.3" x 6.4" x 8.8"

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