Retail Advertising and Promotion

ISBN-13: 9781563678981 / Angielski / Miękka / 2011 / 448 str.

Jay Diamond

Opis

Retail Advertising and Promotion explores how today's retailers can effectively reach their existing customers while also attracting and retaining new ones. The only advertising book that focuses specifically on the retail industry, it covers historical perspectives, ethics, regulations, and current trends while featuring practical information on planning and budgeting and advice on how to work with advertising agencies. All forms of advertising media are covered, from newspapers and magazines to television, radio, outdoor advertising, and the Internet. The book also discusses promotional tools such as special events, visual merchandising, and public relations, providing students with all they need to coordinate successful advertising and promotional initiatives on behalf of a retail business. Instructors, contact your Sales Representative for access to Instructor's Materials.

Spis treści

Part One: Introduction to Advertising Chapter 1: The Impact of Advertising on the Retail Industry Chapter 2: Ethics and Social Responsibility in Today’s Advertising Arena Part Two: Planning the Advertising Program Chapter 3: Pre-planning: Researching the Target Markets Chapter 4: Targeting the Multicultural Markets Chapter 5: Planning and Budgeting Strategies Chapter 6: In-house and External Resources for Advertising Development Part Three: The Advertising Media Chapter 7: Newspapers Chapter 8: Magazines Chapter 9: Television and Radio Chapter 10: Direct Marketing: The Internet, Social Networking and Direct Mail Chapter 11: Outdoor Advertising Part Four: Creating the Advertising Chapter 12: Print Media Chapter 13: Broadcast Media Part Five: Promotional Tools Used by Retailers Chapter 14: Special Events Chapter 15: Visual Merchandising Chapter 16: Public Relations: Promoting and Advancing the Retailer’s Image Part Six: Putting It Together Chapter 17: Dovetailing the Advertising and Promotional Tools