Principles of Advertising or The Law of Corporations and Other Business Organizations

Principles of Advertising: A Global Perspective

Author: Monle Le

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 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 industry following the terrorist attacks on Sept. 11, 2001, including market segmentation, target marketing, product positioning, buyer behavior, legal and political concerns, the creative aspects of advertising, and much more.

Table of Contents:

	Foreword	xiii
	Preface to the Second Edition	xvii
	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
Chapter 11	Advertising Media Planning and Selection	213
	Media Planning	216
	The Global Perspective: The Optimizer and the British Invasion	217
	Media Buying	222
	Summary	223
	Ethics Track: Placing the Blame for Obesity	224
Chapter 12	Print Media	227
	Magazine Advertising	229
	The Global Perspective: Defined by the World and Times	233
	Newspaper Advertising	239
	Ethics Track: Magazines on Trial	241
	Summary	247
	:30 Spot: First Day Print Ad	249
Chapter 13	Broadcast Media	251
	Television Advertising	253
	The Global Perspective: Television Globalizes and Specializes	256
	Radio Advertising	261
	Ethics Track: The Controversial Campaign Commercial	266
	Summary	267
	:60 Spot: The Two Sides of Radio	268
Chapter 14	Internet Advertising	269
	The Internet	272
	The Global Perspective: Interactive in Canada	274
	Web Advertising	275
	Ethics Track: The Ambulance Chasers	278
	Internet Directory Advertising	283
	Summary	285
	:60 Spot: Stargazing	286
Chapter 15	Alternative Advertising Media	289
	Out-Of-Home Advertising	291
	Other Alternative Advertising Media	296
	The Global Perspective: International Billboard	297
	Ethics Track: Coming Soon to a Theater Near You	302
	Summary	308
Chapter 16	Direct Marketing/Direct Response Advertising	309
	Direct Marketing: Definition and History	311
	The Global Perspective: A Diamond in the Trash?	312
	Direct Marketing Media	316
	Ethics Track: Behavioral Targeting or Online Stalking?	318
	Summary	331
	:30 Spot: Not a Change at All	332
Chapter 17	Sales Promotion	335
	The Role of Sales Promotion in Marketing	337
	The Global Perspective: The Cellulite Dilemma	339
	Types of Sales Promotion	341
	Ethics Track: The Carbo Craze	344
	Summary	351
Chapter 18	Public Relations, Publicity, and Corporate Advertising	353
	Public Relations	356
	The Global Perspective: Worth a Thousand Words	357
	Publicity	372
	Ethics Track: Even Heroes Make Mistakes	374
	Corporate Advertising	375
	Summary	379
	:60 Spot: Defining Public Relations-What's Your Function?	380
	Notes	383
	Index	401

Go to: The American Occupational Structure or The Economics of Feasible Socialism Revisited

The Law of Corporations and Other Business Organizations

Author: Angela Schneeman

The Law of Corporations and Other Business Organizations, fourth edition is the latest edition of this practical and informative book. Created with the paralegal in mind, the main focus of the book is on corporations with other types of business organization also addressed. These include sole proprietorship, general and limited partnerships, limited liability partnerships, and limited liability companies. The law of corporations and business organizations is based largely on state law, so the discussions are geared toward the Uniform and Model laws used by most state legislatures. Each chapter includes a multitude of features to help the reader retain the information and learn how to apply it in a professional situation. Those features include sample documents and paragraphs, cases, charts, tables, graphs, and resources. Each chapter also has a special section called "The Paralegal's Role" that profiles a corporate paralegal, giving insight into the professional responsibilities and tasks, and ending with words of advice. "Ethical Considerations" are featured throughout the book and include discussions specific to the paralegal, covering client confidentiality, conflicts of interest, and insider trading. The chapters conclude with summary questions, practical problems, and workplace scenarios that allow the reader to further explore what they have learned and test their knowledge. With many important updates added to this fourth edition, this book is the definitive resource for the paralegal professional learning about the law of corporations and other business organizations.