Principles of Advertising

Understanding the Modern Advertising Ecosystem (First Edition)
Edited by Barry Strauber
©2019, 210 pages

Paperback list price: $68.95

Cognella Direct: $54.95

You save $14 (20%)

Learn about all formats available for adoption

Bookstore Managers: contact orders@cognella.com to place an order

Customize Principles of Advertising

* Required Fields

Your Customization
cover-106627885282117-1B-URT
Principles of Advertising

In stock

$49.95

Summary
    Principles of Advertising: Understanding the Modern Advertising Ecosystem is an anthology that not only introduces students to various strategies and approaches within the profession, but also helps readers understand the importance of the consumer in modern advertising.

    Built upon the understanding that contemporary consumers feel empowered to control every aspect of their media experience, this collection presents students with carefully selected readings regarding advertising principles that are designed to help consumers appreciate and enjoy advertising experiences. Readers learn about the dynamic power of integrated marketing, the necessity of studying and analyzing consumer behavior, how to form a creative strategy, the increasing role mobile plays in modern marketing, how big data can lead to personal customer interactions, and more.

    Comprised of thoughtful readings, engaging exercises, and valuable insight for the modern advertising professional, Principles of Advertising is an ideal text for introductory advertising courses.

    Barry Strauber is a visiting lecturer in the School of Communication at Rochester Institute of Technology, where he teaches courses in marketing. He is a 30+ year veteran of the advertising industry, having worked for agencies such as Young & Rubicam, Saatchi & Saatchi, Della Famina, and Draft FCB. Strauber worked at partners + napier for 12 years as Vice President of Agency/Creative Services. He is the founder and owner of Rising NY LLC, a branding and marketing agency in Rochester, New York.
    Other Cognella titles by Barry Strauber:

    Formats and Bulk Order Pricing for Confirmed Adoptions

    Publisher Direct Versions - Available through the Cognella Student Store for confirmed adoptions

    $54.95
    Best Value!
    Publisher Direct Paperback These special, discounted paperback editions are sold exclusively through the Cognella Student Store (store.cognella.com) for confirmed adoptions. They are not available through other retailers. The books are printed on demand, do not have an ISBN, and are not intended for resale, which results in savings we pass along to students. Most Publisher Direct paperbacks also come with free, immediate access to the first 30% of the ebook.
    $49.95 Publisher Direct Ebook Publisher Direct ebooks are available for download from your Cognella account immediately after purchase and provide access for 180 days. They must be accessed via Adobe Digital Editions, a free software program.

    Bookstore Pricing (MSRP)

    $62.95
    Best Value!
    Binder Ready/Loose Leaf
    Talk to a rep for ISBN details
    Binder Ready versions have pages that are loose leaf, three-hole punched, and fit into any standard three-ring binder (not included). They are fully typeset, include front and back covers, and are available at a discount compared to standard paperbacks. Contact us for course adoptions; not available for individual purchase.
    $68.95 Paperback
    978-1-5165-2351-1
    Standard paperback version. Contact us for course adoptions; also available for individual purchase through national wholesalers and retailers — and from our website directly — see Purchase button above.
    $34.48
    Best Value!
    Inclusive Access Ebook
    978-1-5165-6352-4
    We partner with both RedShelf and VitalSource to provide day-one access to students through campus bookstores.
    See more options
    $51.71 Ebook
    978-1-5165-6352-4
    Ebooks are available for individual purchase (180-day access) through either RedShelf or VitalSource.
    $138.95 Hardcover
    978-1-5165-5731-8
    Great for libraries and rental programs. Contact us for course adoptions; also available for individual purchase through national wholesalers and retailers.
    Other Formats
    Talk to a rep for details
    Other formats (spiral bind, perforated, etc.) may be available. Contact us for course adoptions; specialty formats are not available for individual purchase.