Lee (marketing, Indiana U.) introduces students to the principles of advertising. Using examples from around the world, she describes effective local, national, and global integrated marketing strategies for print, electronic, and online advertising. Ethical considerations are emphasized throughout the volume. The second edition features new inform

Principles of Advertising: A Global Perspective, Second Edition updates the classic first edition of this exceptional classroom resource, 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'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...