Principles of Advertising: A Global Perspective, Second Edition

3 avg rating
( 1 ratings by Goodreads )
 
9780789022998: Principles of Advertising: A Global Perspective, Second Edition
View all copies of this ISBN edition:
 
 

"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 instructors and their students with 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.

"synopsis" may belong to another edition of this title.

About the Author:

Carla Johnson has spent the last 10 years living in the Bahamas and South Florida. A member of the Professional Association of Dive Instructors, (PADI) she has taught over 500 students to SCUBA dive since 1992. She is a US Coast Guard captain and has logged many hours under both power and sail on the waters of Florida and the Bahamas.

She and her husband, Cliff, met while working aboard a cruise ship in the Bahamas. After spending seven years working together as owners of their dive business in the Florida Keys, they relocated to the Bahamas.

For the past two years Carla and Cliff have operated a charter catamaran, Tropical Attitudes, in the Bahamas. Carla is the chef and dive instructor on board and many of the recipes in this book are her own creations.

Carla is an active SCUBA diver and an accomplished free diver. Her love of seafood adds to her motivation to catch it.

Carla lives on board Tropical Attitudes based out of Nassau. In her spare time she loves to read, watch movies and catch seafood. She also finds time to write between charters and is currently working on her first novel.

Review:

"A TEXTBOOK WHICH IS PACKED WITH EXAMPLES FROM AROUND THE WORLD." -- Tim Beal, PhD, Senior Lecturer, School of Marketing and International Business, Victoria University of Wellington, New Zealand

"Fresh, timely, and highly readable. . . WILL PROVIDE STUDENTS WITH A VERY COMPREHENSIVE INTRODUCTION to the dynamic world of advertising." -- Susan K. Jones, MSJ, Professor of Marketing, Ferris State University

"About this title" may belong to another edition of this title.

Other Popular Editions of the Same Title

9780789023001: Principles of Advertising: A Global Perspective, Second Edition

Featured Edition

ISBN 10:  0789023008 ISBN 13:  9780789023001
Publisher: Routledge, 2005
Softcover

9780789006158: Principles of Advertising: A Global Perspective

Routledge, 1999
Hardcover

Top Search Results from the AbeBooks Marketplace

1.

Lee, Monle, Johnson, Carla
Published by Routledge (2005)
ISBN 10: 0789022990 ISBN 13: 9780789022998
New Hardcover Quantity Available: 2
Seller:
Murray Media
(North Miami Beach, FL, U.S.A.)
Rating
[?]

Book Description Routledge, 2005. Hardcover. Condition: New. Never used!. Seller Inventory # P110789022990

More information about this seller | Contact this seller

Buy New
US$ 78.84
Convert currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, rates & speeds

2.

Lee, Mona
Published by Routledge
ISBN 10: 0789022990 ISBN 13: 9780789022998
New Quantity Available: 1
Seller:
Rating
[?]

Book Description Routledge. Condition: BRAND NEW. -454pp - A Brand New Quality Book from a Full-Time Bookshop in business since 1992!. Seller Inventory # 2006477

More information about this seller | Contact this seller

Buy New
US$ 123.94
Convert currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, rates & speeds

3.

Monle Lee; Carla Johnson
Published by Routledge (2005)
ISBN 10: 0789022990 ISBN 13: 9780789022998
New Hardcover Quantity Available: 1
Seller:
Irish Booksellers
(Portland, ME, U.S.A.)
Rating
[?]

Book Description Routledge, 2005. Condition: New. book. Seller Inventory # M0789022990

More information about this seller | Contact this seller

Buy New
US$ 121.70
Convert currency

Add to Basket

Shipping: US$ 3.27
Within U.S.A.
Destination, rates & speeds

4.

LEE, MONLE; JOHNSON, CARLA
Published by Routledge (2005)
ISBN 10: 0789022990 ISBN 13: 9780789022998
New Hardcover Quantity Available: 1
Seller:
Herb Tandree Philosophy Books
(Stroud, GLOS, United Kingdom)
Rating
[?]

Book Description Routledge, 2005. Hardback. Condition: NEW. 9780789022998 This listing is a new book, a title currently in-print which we order directly and immediately from the publisher. For all enquiries, please contact Herb Tandree Philosophy Books directly - customer service is our primary goal. Seller Inventory # HTANDREE0946913

More information about this seller | Contact this seller

Buy New
US$ 116.34
Convert currency

Add to Basket

Shipping: US$ 10.13
From United Kingdom to U.S.A.
Destination, rates & speeds

5.

Lee, Monle (Author)/ Johnson, Carla (Author)
Published by Haworth Pr Inc (2005)
ISBN 10: 0789022990 ISBN 13: 9780789022998
New Hardcover Quantity Available: 1
Seller:
Revaluation Books
(Exeter, United Kingdom)
Rating
[?]

Book Description Haworth Pr Inc, 2005. Hardcover. Condition: Brand New. 2nd edition. 427 pages. 8.50x6.00x1.25 inches. In Stock. Seller Inventory # __0789022990

More information about this seller | Contact this seller

Buy New
US$ 137.77
Convert currency

Add to Basket

Shipping: US$ 9.52
From United Kingdom to U.S.A.
Destination, rates & speeds

6.

Monle Lee, Carla Johnson
Published by Routledge 2005-08-16 (2005)
ISBN 10: 0789022990 ISBN 13: 9780789022998
New Quantity Available: 5
Seller:
Chiron Media
(Wallingford, United Kingdom)
Rating
[?]

Book Description Routledge 2005-08-16, 2005. Condition: New. Brand new book, sourced directly from publisher. Dispatch time is 4-5 working days from our warehouse. Book will be sent in robust, secure packaging to ensure it reaches you securely. Seller Inventory # NU-TNFPD-00012261

More information about this seller | Contact this seller

Buy New
US$ 110.20
Convert currency

Add to Basket

Shipping: US$ 37.97
From United Kingdom to U.S.A.
Destination, rates & speeds

7.

Monle Lee; Carla Johnson
ISBN 10: 0789022990 ISBN 13: 9780789022998
New Quantity Available: 1
Seller:
BennettBooksLtd
(San Diego, CA, U.S.A.)
Rating
[?]

Book Description Condition: New. New. Seller Inventory # STR-0789022990

More information about this seller | Contact this seller

Buy New
US$ 206.64
Convert currency

Add to Basket

Shipping: US$ 4.95
Within U.S.A.
Destination, rates & speeds

8.

Monle Lee, Carla Johnson
Published by Routledge (2005)
ISBN 10: 0789022990 ISBN 13: 9780789022998
New Hardcover Quantity Available: 1
Seller:
Ergodebooks
(RICHMOND, TX, U.S.A.)
Rating
[?]

Book Description Routledge, 2005. Hardcover. Condition: New. 2. Seller Inventory # DADAX0789022990

More information about this seller | Contact this seller

Buy New
US$ 214.72
Convert currency

Add to Basket

Shipping: US$ 3.99
Within U.S.A.
Destination, rates & speeds