qA complete and well-organized textbook on advertisingqaEducational 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 magazineas Outstanding Academic Titles for 1999. Ideal for use as an introductory textbook, the book presents an integrated marketing approach thatas essential for keeping up with the changing world of contemporary advertising, and reflects the authorsa 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 instructorsaand their studentsawith the fundamental elements of the field with emphasis on ethical issues. The book includes a foreword by Don E. Schultz of Northwestern Universityas 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 aGlobal Perspectives, a aEthics Tracks, a 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 aexposeda 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.Product The product is a abundle of valuea that meets customer expectations. For example, an Acer laptop computer is more than just the computer itself; it also includes an instruction manual, access to a customer service hotline, a warrantyanbsp;...
|Title||:||Principles of Advertising|
|Author||:||Monle Lee, Carla Johnson|
|Publisher||:||Routledge - 2013-05-13|