Principles of Advertising: A Global Perspective, Second Edition

by Lee; Monle

• ISBN13: 9780789022998
• ISBN10: 0789022990
• Edition: 2nd
• Format: Hardcover
• Copyright: 2005-08-16
• Publisher: Routledge

Summary

"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 CHOICEmagazine'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.

Author Biography

Monle Lee, DBA, is Professor of Marketing at Indiana University South Bend, South Bend, Indiana. Dr. Lee was previously an international marketer in Taiwan. Carla Johnson, PhD, is Assistant Professor of Communication at Saint Mary's College in Notre Dame, Indiana. Dr. Johnson previously taught journalism, business communication, and technical writing at Lake Michigan College where she served as publicity director for the Niles campus. She has been a special assignment writer for The South Bend Tribune for twenty-five years.

Table of Contents

Foreword	xiii
Don E. Schultz
Preface to the Second Edition	xvii
Kate Dooley
Acknowledgments	xxi
Chapter 1. Introduction to Advertising	1	(26)
Advertising Defined	3	(1)
Advertising Classifications	4	(6)
The Global Perspective: Global Brand Creation	5	(5)
Advertising Functions	10	(2)
Advertising and Marketing	12	(5)
Ethics Track: Has the Top Pharmaceutical Advertiser Abused Its Power?	13	(4)
The Evolution of Advertising	17	(6)
Summary	23	(4)
:30 Spot: Integrating an IMC Philosophy	24	(3)
Chapter 2. The Advertising Environment: Economy, Society, and Technology	27	(18)
The Advertising Environment	29	(2)
The Global Perspective: Know When to Back Off	30	(1)
Economic Forces and Advertising	31	(1)
Social Forces and Advertising	32	(5)
Ethics Track: Invasive Technologies	33	(4)
Technological Forces and Advertising	37	(4)
Summary	41	(4)
:60 Spot: The Times They Are Changin'	42	(3)
Chapter 3. Legal and Political Forces and Advertising	45	(24)
The Political and Legal Environments in the United States	47	(8)
The Global Perspective: The Impact of Advertising Environment on International Advertising	48	(7)
The Political and Legal Environments in Other Selected Countries	55	(11)
Ethics Track: Tobacco's Woes	55	(11)
Summary	66	(3)
:30 Spot: The Benefits of a Graduate Degree	67	(2)
Chapter 4. The Advertising Business and Advertising Agencies	69	(20)
The Advertising Business	71	(3)
The Global Perspective: "I'm. Lovin' It" in China	72	(2)
The Advertising Agency	74	(5)
Agency Compensation	79	(4)
Ethics Track: The Canadian Conundrum	82	(1)
Client-Agency Relationships	83	(3)
Summary	86	(3)
:60 Spot: The Milk Mustache Story	87	(2)
Chapter 5. Market Segmentation, Target Marketing, and Product Positioning	89	(18)
Market Segmentation	91	(6)
The Global Perspective: A Week in Marketing	93	(4)
Target Marketing	97	(4)
Ethics Track: Marketing Cosmetic Surgery	98	(3)
Product Positioning	101	(2)
Summary	103	(4)
:30 Spot: "Paws-itively Hilarious"	105	(2)
Chapter 6. Buyer Behavior and Advertising	107	(18)
The Buyer Decision Process	109	(4)
The Global Perspective: We Can Create It, but We Can't Show It	110	(3)
Factors Influencing the Business Market	113	(1)
Factors Influencing the Consumer Market	114	(7)
Ethics Track: Marketing to Men	115	(6)
Consumer Behavior	121	(1)
Summary	122	(3)
:60 Spot: "Marketing Professional Services"	124	(1)
Chapter 7. Marketing and Advertising Research	125	(18)
Marketing Research	128	(3)
The Global Perspective: Consumer Intelligence	129	(2)
Advertising Research	131	(6)
Research Trends	137	(2)
Ethics Track: Janet Jackson Exposed	138	(1)
Summary	139	(4)
:60 Spot: Writing the Road to Success	140	(3)
Chapter 8. The Marketing and Advertising Planning Process	143	(20)
The Marketing Plan	145	(6)
The Global Perspective: When Coke May Not Be "It"	146	(5)
The Advertising Plan	151	(5)
Ethics Track: Olympic Sponsorship Ambushed	153	(3)
Making Budget Decisions	156	(2)
Summary	158	(5)
:30 Spot: A Day in the Life of an Evolving Brand	159	(4)
Chapter 9. The Creative Aspect of Advertising	163	(24)
Creative Concepts or Creativity in Advertising	165	(6)
The Global Perspective: Hard Sell Is a Hard Sell Overseas	167	(4)
Development in Creative Strategy	171	(14)
Ethics Track: Advertising As Programming?	174	(11)
Summary	185	(2)
:30 Spot: The Key to Great Creative	186	(1)
Chapter 10. Advertising Production	187	(26)
Print Advertising Production	189	(4)
The Global Perspective: When the Big Idea Goes Abroad	190	(3)
Broadcast Advertising Production	193	(12)
Ethics Track: The War on Advertising	195	(10)
Internet Advertising Production	205	(4)
Summary	209	(4)
:60 Spot: "Vicki's Choice: Healthy Challenges"	211	(2)
Chapter 11. Advertising Media Planning and Selection	213	(14)
Media Planning	216	(6)
The Global Perspective: The Optimizer and the British Invasion.	217	(5)
Media Buying	222	(1)
Summary	223	(4)
Ethics Track: Placing the Blame for Obesity	224	(3)
Chapter 12. Print Media	227	(24)
Magazine Advertising	229	(10)
The Global Perspective: Defined by the World and Times	233	(6)
Newspaper Advertising	239	(8)
Ethics Track: Magazines on Trial	241	(6)
Summary	247	(4)
:30 Spot: First Day Print Ad	249	(2)
Chapter 13. Broadcast Media	251	(18)
Television Advertising	253	(8)
The Global Perspective: Television Globalizes and Specializes	256	(5)
Radio Advertising	261	(6)
Ethics Track: The Controversial Campaign Commercial	266	(1)
Summary	267	(2)
:60 Spot: The Two Sides of Radio	268	(1)
Chapter 14. Internet Advertising	269	(20)
The Internet	272	(3)
The Global Perspective: Interactive in Canada	274	(1)
Web Advertising	275	(8)
Ethics Track: The Ambulance Chasers	278	(5)
Internet Directory Advertising	283	(2)
Summary	285	(4)
:60 Spot: Stargazing	286	(3)
Chapter 15. Alternative Advertising Media	289	(20)
Out-Of-Home Advertising	291	(5)
Other Alternative Advertising Media	296	(12)
The Global Perspective: International Billboard	297	(5)
Ethics Track: Coming Soon to a Theater Near You	302	(6)
Summary	308	(1)
Chapter 16. Direct Marketing/Direct Response Advertising	309	(26)
Direct Marketing: Definition and History	311	(5)
The Global Perspective: A Diamond in the Trash?	312	(4)
Direct Marketing Media	316	(15)
Ethics Track: Behavioral Targeting or Online Stalking?	318	(13)
Summary	331	(4)
:30 Spot: Not a Change at All	332	(3)
Chapter 17. Sales Promotion	335	(18)
The Role of Sales Promotion in Marketing	337	(4)
The Global Perspective: The Cellulite Dilemma	339	(2)
Types of Sales Promotion	341	(10)
Ethics Track: The Carbo Craze	344	(7)
Summary	351	(2)
Chapter 18. Public Relations, Publicity, and Corporate Advertising	353	(30)
Public Relations	356	(16)
The Global Perspective: Worth a Thousand Words	357	(15)
Publicity	372	(3)
Ethics Track: Even Heroes Make Mistakes	374	(1)
Corporate Advertising	375	(4)
Summary	379	(4)
:60 Spot: Defining Public Relations-What's Your Function?	380	(3)
Notes	383	(18)
Index	401