Book Review
Principles of advertising. A global perspective (2nd edn)
Monle Lee and Carla Johnson
ISBN: 978-0-7890-2299-8; 2005; xxii+400 pages; The Haworth Press, Binghamton NY;
Edwina Luck
Lecturer, School of Advertising, Marketing and Public Relations, Queensland University of Technology,Gardens Point, Brisbane QLD, Australia
Monle Lee is Professor of Marketing at Indiana University South Bend. Carla Johnson is a professional writing specialist, Assistant Director of the Writing Program, and Internship Program Coordinator for the English Department at Saint Mary's College in Notre Dame. Both authors have worked in the advertising industry as well as academia. This is a clear bonus to this text.
The book is divided into 18 chapters and mainly four parts. Part one explores the context of advertising, introducing the reader to the world of advertising including society, legal, political and agencies.
The second part takes students on a natural progression into segmentation, targeting, positioning and consumer behaviour aspects. These important advertising concepts are explained in ways that students will find easy to understand. A global perspective ensures the text can be adopted in any country.
The planning process including market research, creativity and media planning is discussed next. They discuss research trends, advertising and marketing plans as well as budget and production costs. Creative aspects are given a fresh approach, which is very refreshing.
The last section details each of the different media; including print, broadcast, internet, alternative media, the ever growing direct marketing and direct response, sales promotion and finally public relations and corporate advertising. Each is allocated a chapter with interesting insights and perspectives.
This book is designed as a perfect introductory textbook for students studying advertising, whether part of a major or minor for undergraduate or graduate level programs. The text takes an up to date approach and represents a fresh look while remaining contemporary. The text presents an integrated marketing approach that reflects both authors' expertise within integrated marketing communications. It also examines new theories, well-known advertising campaigns, and various perspectives on cultural factors for advertising in foreign markets. This text includes a foreword by Don E Schultz, from Northwestern University. He is the father of IMC and the Integrated Marketing Communication program at Northwestern. His forward provides insights into integration, ethical issues and global integrated marketing strategies.
The text is wonderfully up to date, with each chapter examining in the first few pages a 'global perspective.' These will allow students to have a real case that sets the scene for the chapter. Some include the advertising industry following the terrorist attacks on Sept. 11, 2001, ethical issues including cigarette smoking laws and up to date examples that students will be able to relate to. It allows students to be up to date with current and workable information on the ever-changing world of advertising.
As well, each chapter has an 'Ethics Tracks' and short commentaries from practitioners in various disciplines and industry. One of the books strengths is this ethical focus, as it is essential that students understand the ethical and legal side of advertising as well as marketing. Various examples are both current and forceful, allowing students to perceive the advertising industry.
It also has 24 illustrations and more recent examples of recognized advertising campaigns.
Each chapter concludes with either a '30 or 60 second spot'. These again are excellent, up to date and relevant cases that can be used as discussion topics, rather than end of chapter questions. The text takes on a truly global approach with examples from many differing cultures from around the globe.
At just on 400 pages, the book is compact and easy to read. And although the book does not have colour, the layout is strong and easy to understand. Lee and Johnson set out to provide a global perspective to advertising, integrating theory, concepts and practice with an international orientation. Through Principles of Advertising, they have delivered in a clear, comprehensive and innovative text.
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