Retail Advertising and Promotion
Autor Jay Diamonden Limba Engleză Paperback – 15 mai 2011
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Specificații
ISBN-13: 9781563678981
ISBN-10: 1563678985
Pagini: 448
Ilustrații: Colour illustrations
Dimensiuni: 216 x 279 x 25 mm
Greutate: 1.59 kg
Editura: Bloomsbury Publishing
Colecția Fairchild Books
Locul publicării:New York, United States
ISBN-10: 1563678985
Pagini: 448
Ilustrații: Colour illustrations
Dimensiuni: 216 x 279 x 25 mm
Greutate: 1.59 kg
Editura: Bloomsbury Publishing
Colecția Fairchild Books
Locul publicării:New York, United States
Caracteristici
Features practical information on planning and budgeting, as well as how to work with advertising agencies
Notă biografică
Jay Diamond is Professor Emeritus at Nassau Community College.
Cuprins
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
Recenzii
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.
Descriere
Retail Advertising and Promotion explores how today's retailers can effectively reach their existing consumer base, attract new shoppers to their companies, and turn those shoppers into customers.