Advertising and sales promotion strategy
著者
書誌事項
Advertising and sales promotion strategy
Addison-Wesley, c1998
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
For courses in Advertising Principles.
Advertising and Sales Promotion Strategy explores the full range of advertising principles and prepares prospective managers to understand the topic of promotion well enough to be able to design successful strategies. Interdisciplinary in focus, it integrates perspectives from marketing, economics, psychology, anthropology, and operations research. It captures the constantly changing nature of promotion, highlighting how firms develop new media, appeals, and methods to better compete with their rivals in a dynamic environment.
目次
I. AN INTRODUCTION TO ADVERTISING & PROMOTION.
1. Evolution of Advertising and Sales Promotion as Strategic Decisions.
2. The Regulatory Environment of Advertising and Sales Promotion.
3. Advertising Agencies.
II. COMMUNICATION STRATEGY.
4. Introduction to Persuasion.
5. Winning and Holding Consumers' Attention.
6. Persuasion with Information and Argument.
7. Persuasion With Emotion Using Drama, Humor and Music.
8. Persuasion Using Endorsers.
III. SALES PROMOTION STRATEGY.
9. Overview of Sales Promotion.
10. Retail Promotions.
11. Trade Promotions.
12. Consumer Promotions.
IV. PLANNING ADVERTISING AND SALES PROMOTION.
13. Setting Goals for Advertising and Sales Promotion.
14. Testing Effectiveness of Advertising and Sales Promotion.
15. Planning Mass Media.
16. Planning Direct Media.
17. Setting the Advertising and Sales Promotion Budget.
18. Integrated Advertising and Sales Promotion Strategy
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