Table of contents for Principles of advertising : a global perspective / Monle Lee, Carla Johnson.

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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CONTENTS 
ix Foreword 
xiii Preface to the Second Edition 
xvii Acknowledgments 
Chapter 1. Introduction to Advertising 1
2
Advertising Defined 
Advertising Classifications 
The Global Perspective: Global Brand Creation 
Advertising Functions 
Advertising and Marketing 
Ethics Track: Has the Top Pharmaceutical Advertiser 
7
Abused Its Power? 
The Evolution of Advertising 
Summary 
Thirty-Second Spot: Sara Lee--Integrating an IMC 
12 
Philosophy 
Chapter 2. The Advertising Environment: Economy, 
29 Society, and Technology 
30 The Advertising Environment 
The Global Perspective: Know When to Back Off 
Economic Forces and Advertising 
Social Forces and Advertising 
Ethics Track: Invasive Technologies 
Technological Forces and Advertising 
Summary 
Sixty-Second Spot: Southern Illinois University-- 
31 
The Times They Are Changin' 
51 Chapter 3. Legal and Political Forces and Advertising 
52 The Political and Legal Environments in the United States 
The Global Perspective: The Impact of Advertising 
Environment on International Advertising
The Political and Legal Environments in Other Selected 
Countries 
Ethics Track: Tobacco's Woes 
Summary 
Thirty-Second Spot: The Benefits of a Graduate Degree 
59 
69 
Chapter 4. The Advertising Business and Advertising 
77 Agencies 
78 The Advertising Business 
The Global Perspective: "I'm Lovin' It" in China 
The Advertising Agency 
Agency Compensation 
Ethics Track: The Canadian Conundrum 
Client-Agency Relationships 
Summary 
Sixty-Second Spot: BSMG Marketing Communications-- 
80 
The Milk Mustache Story 
Chapter 5. Market Segmentation, Target Marketing, 
101 and Product Positioning 
Market Segmentation 
The Global Perspective: A Week in Marketing 
Target Marketing 
Ethics Track: Marketing Cosmetic Surgery 
Product Positioning 
Summary 
Thirty-Second Spot: Edelman Public Relations Worldwide-- 
"Paws-itively Hilarious" 
121 Chapter 6. Buyer Behavior and Advertising 
122 The Buyer Decision Process 
The Global Perspective: We Can Create It, 
But We Can't Show It 
Factors Influencing the Business Market 
Factors Influencing the Consumer Market 
Ethics Track: Marketing to Men 
Consumer Behavior 
Summary 
124 
Sixty-Second Spot: Clifton Gunderson L.L.C.-- 
"Marketing Professional Services" 
Chapter 7. Marketing and Advertising Research 141 
142 Marketing Research 
The Global Perspective: Consumer Intelligence 
Advertising Research 
Research Trends 
Ethics Track: Janet Jackson Exposed 
Summary 
Sixty-Second Spot: Writing the Road to Success 
145 
Chapter 8. The Marketing and Advertising Planning 
159 Process 
The Marketing Plan 
The Global Perspective: When Coke May Not Be "It" 
The Advertising Plan 
Ethics Track: Olympic Sponsorship Ambushed 
Making Budget Decisions 
Summary 
Sixty-Second Spot: Qwest Communications-- 
A Day in the Life of an Evolving Brand 
Chapter 9. The Creative Aspect of Advertising 179 
Creative Concepts or Creativity in Advertising 
The Global Perspective: Hard Sell is a Hard Sell Overseas 
Development in Creative Strategy 
Ethics Track: Advertising As Programming? 
Summary 
Thirty-Second Spot: Rapp Collins Worldwide-- 
180 
The Key to Great Creative 
Chapter 10. Advertising Production 205 
206 
Print Advertising Production 
The Global Perspective: When the Big Idea Goes Abroad 
Broadcast Advertising Production 
Ethics Track: The War on Advertising 
Internet Advertising Production
Summary 
Sixty-Second Spot: LeSEA Broadcasting-- 
"Vicki's Choice: Healthy Challenges" 
220 
235 Chapter 11. Advertising Media Planning and Selection 
236 Media Planning 
The Global Perspective: The Optimizer and the British 
Invasion 
Media Buying 
Ethics Track: Placing the Blame for Obesity 
Summary 
241 
Chapter 12. Print Media 249 
250 
Magazine Advertising 
The Global Perspective: Defined by the World and Times 
Newspaper Advertising 
Ethics Track: Magazines on Trial 
Summary 
Thirty-Second Spot: Signal Travel & Tours-- 
First Day Print Ad 
277 Chapter 13. Broadcast Media 
278 Television Advertising 
The Global Perspective: Television Globalizes 
and Specializes 
Radio Advertising 
Ethics Track: The Controversial Campaign Commercial 
Summary 
Sixty-Second Spot: The Two Sides of Radio 
283 
Chapter 14. Internet Advertising 299 
300 
The Internet 
The Global Perspective: Interactive in Canada 
Web Advertising 
Ethics Track: The Ambulance Chasers 
Internet Directory Advertising 
Summary 
Sixty-Second Spot: Stargazing
Chapter 15. Alternative Advertising Media 323 
324 
Out-Of-Home Advertising 
The Global Perspective: International Billboard 
Other Alternative Advertising Media 
Ethics Track: Coming Soon to a Theater Near You 
Summary 
Chapter 16. Direct Marketing/Direct Response 
349 Advertising 
350 
Direct Marketing: Definition and History 
The Global Perspective: A Diamond in the Trash? 
Direct Marketing Media 
Ethics Track: Behavioral Targeting or Online Stalking? 
Summary 
Thirty-Second Spot: Not a Change at All 
Chapter 17. Sales Promotion 381 
382 
The Role of Sales Promotion in Marketing 
The Global Perspective: The Cellulite Dilemma 
Types of Sales Promotion 
Ethics Track: The Carbo Craze 
Summary 
Chapter 18. Public Relations, Publicity, and Corporate 
401 Advertising 
403 
Public Relations 
The Global Perspective: Worth a Thousand Words 
Publicity 
Ethics Track: Even Heroes Make Mistakes 
Corporate Advertising 
Summary 
Sixty-Second Spot: Defining Public Relations-- 
What's Your Function? 
431 Notes 
449 Index

Library of Congress Subject Headings for this publication:

Advertising.