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Principles of advertising : a global perspective

Author: Monle Lee; Carla Johnson
Publisher: New York : Haworth Press, ©2005.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Database:WorldCat
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  Read more...
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Details

Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Monle Lee; Carla Johnson
ISBN: 0789022990 9780789022998 0789023008 9780789023001
OCLC Number: 57579360
Description: xxi, 427 pages : illustrations ; 22 cm
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.
Responsibility: Monle Lee, Carla Johnson.
More information:

Abstract:

This new edition updates this exceptional classroom resource, selected as one of Choice magazine's Outstanding Academic Titles for 1999. Presents an intergrated marketing approach that's essential  Read more...

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    schema:reviewBody ""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." ;
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