Principles of Advertising: A Global Perspective, Second Edition, updates the classic first edition of this exceptional classroom resource, which was selected as one of CHOICe magazine’s Outstanding Academic Titles for 1999. 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 the author’s 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 political concerns, the creative aspects of advertising, and much more.
ABOUT THE AUTHOR Carla Johnson
Carla Johnson, PhD, is professional writing specialist, Assistant Director of the Writing Proficiency Program, and Internship Program Coordinator for the English Department at Saint Mary's College in Notre Dame. She is the co-author of Principles of Advertising: A Global Perspective and the author of 21st Century Feature Writing, and has presented at the International Society for the Study of European Ideas conferences and in advertising sessions of the Popular Culture Association's international meetings.
ABOUT THE AUTHOR Monle Lee
Monle Lee, DBA, is Professor of Marketing at Indiana University South Bend in Indiana and the eco-author of Principles of Advertising: A Global Perspective. Her first book, Advertising: Strategy and Management, a Mandarin Chinese language advertising textbook, was released in Taiwan in 1998 for Taiwanese college students. Her research interests center on international marketing, ethics marketing, advertising, and ethical issues in different cultures. Her research has appeared in book chapters, business journals, and various conference proceedings. Dr. Lee was previously an international marketer in Taiwan.
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