Principles of advertising: a global perspective

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Help prepare your students for a career in advertising with this innovative, exciting text!Principles of Advertising is a complete and well-organized introductory textbook to advertising. Educators in the field and students will explore the advertising business environment, the legal and political forces that are involved, advertising agencies and the advertising business, market segmentation, target marketing, product positioning, consumer behavior, marketing and advertising research, the creative aspects of advertising, print advertising, and much more. Intelligent and thorough, Principles of Advertising will give you and your students a complete and captivating introduction to the field and provide new insights to effective and successful strategies. Using the most up-to-date research, Principles of Advertising examines such advertising classics as the Morton salt girl and the new advertising icons of 1998, such as the Budweiser lizards and the Taco Bell Chihuahua. You will also discover that an international focus permeates this text, with international issues raised in each chapter's section entitled The Global Perspective. For example, you will learn why the Asian market might be interested in receiving Christmas catalogs despite their non-Christian culture, which could mean profits for business. Unique in its practicality, Principles of Advertising begins each chapter with two descriptive or anecdotal vignettes along with visual illustrations to further engage students who most likely grew up with a visual orientation of the Television Age. You will explore definitions, background histories, and specific examples of different advertising techniques. Principles of Advertising provides a general introduction to the fast-changing field of contemporary advertising. The fields of marketing and communication are brought together with their differing perspectives to create this authoritative text that features new theories and technologies in today's global marketplace. With a foreword from one of the leaders in the field, Don E. Schultz, Principles of Advertising will serve as an excellent textbook for an introductory advertising course in business, communication, or journalism.