Principles of advertising : a global perspective /

Filled with real-world examples from the global marketplace, this updated edition (1st ed., CH, Sep'00, 38-0391) by Lee (marketing, Indiana Univ. South Bend) and Johnson (Writing Proficiency Program, Saint Mary's College) covers the basics well--the "marketing mix," customer segmentation, buyer behavior, creating and producing ads, and evaluating and buying media. Boxed stories within each chapter help make the advertising principles come alive. Examples discussed, which include McDonald's advertising campaign in China, R. J. Reynolds' Joe Camel ads, the marketing of the Olympic Games, and the development of the milk "mustache" ads, illustrate the power of advertising. Focusing on the need for an "integrated marketing communications" approach to advertising, the authors emphasize the importance of involving all departments in a company, as well as the consumers themselves, in creating advertising messages that resonate with the intended audiences. The book's energetic and concise writing style will appeal to a broad audience. ^BSumming Up: Recommended. Students of marketing, lower-division undergraduate and up, faculty, and practitioners. P. G. Kishel Cypress College