Discover a textbook that provides undergraduate or graduate students with a general introduction to the fast-changing field of contemporary advertising. Principles of Advertising: A Global Perspective brings together the business and communication aspectsof advertising by balancing research and strategy with the creative and critical concerns of advertising. With a foreword by Don E. Schultz, a leading advertising consultant and professor at Northwestern University, this essential guide discusses new theoies, new technologies, well-known advertising campaigns, and cultural considerations for advertising in foreign markets to give students current and proven information on the changing world of advertising.

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