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.