Principles of Advertising: A Global Perspective, Second Edition - Hardcover

Lee, Monle; Johnson, Carla

Hardcover

ISBN 10: 0789022990 ISBN 13: 9780789022998

Publisher: Routledge, 2005

Synopsis

"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.

About 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 edition

• Publisher: Routledge
• Publication date: 2005
• ISBN 10: 0789022990
• ISBN 13: 9780789022998
• Binding: Hardcover
• Edition number: 1
• Number of pages: 450