Principles of advertising : a global perspective /

Principles of advertising : a global perspective /

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Bibliographic Details
Author / Creator:Lee, Monle.
Edition:2nd ed.
Imprint:New York : Haworth Press, ©2005.
Description:1 online resource (xxi, 427 pages) : illustrations
Language:English
Subject:
Advertising.
Advertising.
Electronic books.
Format: E-Resource Book
URL for this record:http://pi.lib.uchicago.edu/1001/cat/bib/11301453
Hidden Bibliographic Details
Other authors / contributors:Johnson, Carla, 1944-
ISBN:9781136419324
1136419322
9780203050262
0203050266
0789022990
9780789022998
0789023008
9780789023001
9781136419461
1136419462
9781136419393
113641939X
1283887681
9781283887687
Digital file characteristics:data file
Notes:Includes bibliographical references (pages 383-400) and index.
English.
Print version record.
Summary:"Principles of Advertising: A Global Perspective, Second Edition, updates the classic first edition of this exceptional classroom resource. Ideal for use as an introductory textbook, the book presents an integrated marketing approach that is essential for keeping up with the changing world of contemporary advertising and reflects and 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, including market segmentation, target marketing, product positioning, buyer behavior, legal and political concerns, the creative aspects of advertising, and much more."--Jacket.
Other form:Print version: Lee, Monle. Principles of advertising. 2nd ed. New York : Haworth Press, ©2005 0789022990
Table of Contents:
  • 1. Introduction to advertising
  • 2. The advertising environment: economy
  • 3. Legal and political forces and advertising
  • 4. The advertising business and advertising
  • 5. Market segmentation, target marketing
  • 6. Buyer behavior and advertising
  • 7. Marketing and advertising research
  • 8. The marketing and advertising planning
  • 9. The creative aspect of advertising
  • 10. Advertising production
  • 11. Advertising media planning and selection
  • 12. Print media
  • 13. Broadcast media
  • 14. Internet advertising
  • 15. Alternative advertising media
  • 16. Direct marketing/direct response
  • 17. Sales promotion
  • 18. Public relations, publicity, and corporate advertising.

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