RETAIL ADVERTISING AND PROMOTION
Please note that exam/inspection copies and instructor resources are only available to instructors and faculty staff at recognized institutions.
What's in the book
The BookRetail 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.
Table of Contents
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
About The AuthorsJay Diamond is Professor Emeritus at Nassau Community College.
- Page count:
- Fairchild Books
- 8.5 x 11 "
- Colour illustrations