Retail Advertising and Promotion

AvJay Diamond

Häftad, Engelska, 2011

Del i serien Fairchild Books

547 kr

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Beskrivning

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.

Produktinformation

Utgivningsdatum:2011-05-16
Mått:216 x 278 x 28 mm
Vikt:1 140 g
Format:Häftad
Språk:Engelska
Serie:Fairchild Books
Antal sidor:448
Förlag:Bloomsbury Publishing PLC
ISBN:9781563678981

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Mer om författaren

Jay Diamond is Professor Emeritus at Nassau Community College.

Recensioner i media

This is a rival to Kleppner’s Advertising Procedure: Contemporary, comprehensive and beautifully illustrated. Having read Jay Diamond’s older and similar book from 1998, I am impressed to see this updated version which is very smartly aligned with present-day advertising and retail practices. It’s a must for any library or even personal book-shelf.

Innehållsförteckning

Part One: Introduction to AdvertisingChapter 1: The Impact of Advertising on the Retail IndustryChapter 2: Ethics and Social Responsibility in Today’s Advertising ArenaPart Two: Planning the Advertising ProgramChapter 3: Pre-planning: Researching the Target MarketsChapter 4: Targeting the Multicultural MarketsChapter 5: Planning and Budgeting StrategiesChapter 6: In-house and External Resources for Advertising Development Part Three: The Advertising MediaChapter 7: NewspapersChapter 8: MagazinesChapter 9: Television and RadioChapter 10: Direct Marketing: The Internet, Social Networking and Direct MailChapter 11: Outdoor AdvertisingPart Four: Creating the AdvertisingChapter 12: Print MediaChapter 13: Broadcast MediaPart Five: Promotional Tools Used by RetailersChapter 14: Special EventsChapter 15: Visual MerchandisingChapter 16: Public Relations: Promoting and Advancing the Retailer’s ImagePart Six: Putting It TogetherChapter 17: Dovetailing the Advertising and Promotional Tools