Advertising Principles: A Global Perspective on Advertising and Marketing (A Contemporary Classic That Changed the Advertising and Marketing Industries)

Author: Meng Le Li
Publisher:
Publish Date: 2003-01-01
Features: The book has a clear framework, is highly engaging, and features very up-to-date case studies. It approaches the subject from the perspective of IC (Integrated Communication), clearly explaining how advertising and other marketing strategies influence consumers' purchase behavior and brand loyalty. The book emphasizes the interconnectedness among businesses and the opportunities and challenges this relationship brings to advertisers and advertising agencies. At the same time, the carefully selected case studies provide a solid foundation for these demonstrations and explanations.