"Principles of Advertising: A Global Perspective provides a general introduction to the fast-changing field of contemporary advertising. With a foreword from one of the leaders in the field, Don E. Schultz, Principles of Advertising will serve as a textbook for an introductory advertising course in your business, communication, or journalism program."--Jacket. Principles of Advertising is a complete and well-organized introductory textbook to advertising. Educators in the field and students will explore the advertising business environment, the legal and political forces that are involved, advertising agencies and the advertising business, market segmentation, target marketing, product positioning, consumer behavior, marketing and advertising research, the creative aspects of advertising, print advertising, and much more. Intelligent and thorough, Principles of Advertising will give you and your students a complete and captivating introduction to the field and provide new insights to effective and successful strategies. -- Back cover.