9780789022998

Principles of Advertising: A Global Perspective, Second Edition

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  • ISBN13:

    9780789022998

  • ISBN10:

    0789022990

  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2005-08-16
  • Publisher: Routledge

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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

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