Table Of ContentPrinciples of Advertising
A Global Perspective
Second Edition
The Haworth Press
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Principles of Advertising
A Global Perspective
Second Edition
Monle Lee
Carla Johnson
Routledge
Taylor & Francis Group
NEW YORK AND LONDON
First Published by
The Haworth Press, Inc., 10 Alice Street, Binghamton, NY 13904-1580.
Transferred to Digital Printing 2009 by Routledge
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© 2005 by The Haworth Press, Inc. All rights reserved. No part of this work may be reproduced or
utilized in any form or by any means, electronic or mechanical, including photocopying, microfilm,
and recording, or by any information storage and retrieval system, without permission in writing
from the publisher. Reprint 2006
First edition published 1999.
Cover design by Marylouise E. Doyle.
Library of Congress Cataloging-in-Publication Data
Lee, Monle.
Principles of advertising : a global perspective / Monle Lee, Carla Johnson.—2nd ed.
p. cm.
Includes bibliographical references and index.
ISBN-13: 978-0-7890-2299-8 (hc. : alk. paper)
ISBN-10: 0-7890-2299-0 (hc. : alk. paper)
ISBN-13: 978-0-7890-2300-1 (pbk. : alk. paper)
ISBN-10: 0-7890-2300-8 (pbk. : alk. paper)
1. Advertising. I. Johnson, Carla, 1944- II. Title.
HF5821.L35 2005
659.1—dc22
2005002253
Publisher's Note
The publisher has gone to great lengths to ensure the quality of this reprint
but points out that some imperfections in the original may be apparent.
To the memory of our parents,
Mrs. Wuyao H. Lee
and
Mr. Harold P. Jackson,
in appreciation for their years of love and support
ABOUT THE AUTHORS
Monle Lee, DBA, is Professor of Marketing at Indiana University
South Bend in Indiana and the co-author of Principles of Advertising:
A Global Perspective. Her first book, Advertising: Strategy and Man
agement, a Mandarin Chinese language advertising textbook, was re
leased in Taiwan in 1998 for Taiwanese college students. Her re
search 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 Tai
wan.
Carla Johnson, PhD, is a 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 Euro
pean Ideas conferences and in advertising sessions of the Popular
Culture Association's international meetings.
CONTENTS
Foreword xiii
Don E. Schultz
Preface to the Second Edition xvii
Kate Dooley
Acknowledgments xxi
Chapter 1. Introduction to Advertising 1
Advertising Defined 3
Advertising Classifications 4
The Global Perspective: Global Brand Creation 5
Advertising Functions 10
Advertising and Marketing 12
Ethics Track: Has the Top Pharmaceutical Advertiser
Abused Its Power? 13
The Evolution of Advertising 17
Summary 23
:30 Spot: Integrating an IMC Philosophy 24
Chapter 2. The Advertising Environment: Economy,
Society, and Technology 27
The Advertising Environment 29
The Global Perspective: Know When to Back Off 30
Economic Forces and Advertising 31
Social Forces and Advertising 32
Ethics Track: Invasive Technologies 33
Technological Forces and Advertising 37
Summary 41
:60 Spot: The Times They Are Changin' 42
Chapter 3. Legal and Political Forces and Advertising 45
The Political and Legal Environments in the United States 47
The Global Perspective: The Impact of Advertising
Environment on International Advertising 48
The Political and Legal Environments in Other Selected
Countries 55
Ethics Track: Tobacco's Woes 55
Summary 66
:30 Spot: The Benefits of a Graduate Degree 67
Chapter 4. The Advertising Business and Advertising
Agencies 69
The Advertising Business 71
The Global Perspective: "I'm Lovin'It" in China 72
The Advertising Agency 74
Agency Compensation 79
Ethics Track: The Canadian Conundrum 82
Client-Agency Relationships 83
Summary 86
:60 Spot: The Milk Mustache Story 87
Chapter 5. Market Segmentation, Target Marketing,
and Product Positioning 89
Market Segmentation 91
The Global Perspective: A Week in Marketing 93
Target Marketing 97
Ethics Track: Marketing Cosmetic Surgery 98
Product Positioning 101
Summary 103
:30 Spot: "Paws-itively Hilarious" 105
Chapter 6. Buyer Behavior and Advertising 107
The Buyer Decision Process 109
The Global Perspective: We Can Create It,
but We Can't Show It 110
Factors Influencing the Business Market 113
Factors Influencing the Consumer Market 114
Ethics Track: Marketing to Men 115
Consumer Behavior 121
Summary 122
:60 Spot: "Marketing Professional Services" 124
Chapter 7. Marketing and Advertising Research 125
Marketing Research 128
The Global Perspective: Consumer Intelligence 129
Advertising Research 131
Research Trends 137
Ethics Track: Janet Jackson Exposed 138
Summary 139
:60 Spot: Writing the Road to Success 140
Chapter 8. The Marketing and Advertising Planning
Process 143
The Marketing Plan 145
The Global Perspective: When Coke May Not Be "It" 146
The Advertising Plan 151
Ethics Track: Olympic Sponsorship Ambushed 153
Making Budget Decisions 156
Summary 158
:30 Spot: A Day in the Life of an Evolving Brand 159
Chapter 9. The Creative Aspect of Advertising 163
Creative Concepts or Creativity in Advertising 165
The Global Perspective: Hard Sell Is a Hard Sell Overseas 167
Development in Creative Strategy 171
Ethics Track: Advertising As Programming ? 174
Summary 185
:30 Spot: The Key to Great Creative 186
Chapter 10. Advertising Production 187
Print Advertising Production 189
The Global Perspective: When the Big Idea Goes Abroad 190
Broadcast Advertising Production 193
Ethics Track: The War on Advertising 195
Internet Advertising Production 205
Summary 209
:60 Spot: "Vicki's Choice: Healthy Challenges" 211
