{"product_id":"principles-of-advertising-monle-lee-9780789022998","title":"Principles of Advertising: A Global Perspective, Second Edition","description":"\u003cp\u003e\"A complete and well-organized textbook on advertising\"\u003ci\u003eEducational Book Review\u003c\/i\u003e \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003ePrinciples of Advertising: A Global Perspective, Second Edition updates the classic first edition of this exceptional classroom resource, selected as one of \u003ci\u003eCHOICE\u003c\/i\u003e magazine'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. \u003cp\u003e\u003c\/p\u003ePrinciples of Advertising: A Global Perspective, Second Edition equips instructorsand their studentswith 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. \u003cp\u003e\u003c\/p\u003eNew material presented in Principles of Advertising: A Global Perspective, Second Edition includes: \u003cul\u003e \u003cli\u003e the benefits of a graduate degree\u003cbr\u003e \u003c\/li\u003e \u003cli\u003e client-agency relationships\u003cbr\u003e \u003c\/li\u003e \u003cli\u003e targeting the middleman\u003cbr\u003e \u003c\/li\u003e \u003cli\u003e marketing to men\u003cbr\u003e \u003c\/li\u003e \u003cli\u003e Janet Jackson exposed\u003cbr\u003e \u003c\/li\u003e \u003cli\u003e pop-up ads \u003cbr\u003e \u003c\/li\u003e \u003cli\u003e marketing cosmetic surgery \u003cbr\u003e \u003c\/li\u003e \u003cli\u003e advertising as programming\u003cbr\u003e \u003c\/li\u003e \u003cli\u003e controversial campaigns\u003cbr\u003e \u003c\/li\u003e \u003cli\u003e behavioral targeting or online stalking?\u003c\/li\u003e \u003c\/ul\u003e\u003cp\u003ePrinciples 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.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Monle Lee,Carla Johnson\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 0789022990\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9780789022998\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Routledge\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 08\/16\/2005\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 450\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.95lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.80h x 6.36w x 1.30d\u003cbr\u003e\u003cbr\u003e\u003cb\u003eReview Citation(s): \u003c\/b\u003e\u003cbr\u003e\u003ci\u003eChoice\u003c\/i\u003e 02\/01\/2006 pg. 1054","brand":"Monle Lee","offers":[{"title":"Hardcover","offer_id":48112966664447,"sku":"9780789022998","price":200.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_180f24c2-d027-4d02-bfc5-b80cbb9602aa.jpg?v=1769612154","url":"https:\/\/www.whiterainbookhouse.com\/products\/principles-of-advertising-monle-lee-9780789022998","provider":"WR Book House","version":"1.0","type":"link"}