| Edition |
2nd ed. |
| Description |
1 online resource (xxi, 427 pages) : illustrations |
| Physical Medium |
polychrome |
| Description |
text file |
| Bibliography |
Includes bibliographical references (pages 383-400) and index. |
| 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. |
| 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. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Advertising.
|
|
Advertising. |
| Genre/Form |
Electronic books.
|
| Added Author |
Johnson, Carla, 1944-
|
| Other Form: |
Print version: Lee, Monle. Principles of advertising. 2nd ed. New York : Haworth Press, ©2005 0789022990 (DLC) 2005002253 (OCoLC)57579360 |
| ISBN |
9781136419324 (electronic book) |
|
1136419322 (electronic book) |
|
0789022990 |
|
9780789022998 |
|
0789023008 |
|
9780789023001 |
|
