Advertising and sales promotion strategy/
This text communicates all aspects of promotion enabling prospective managers to design succesful strategies. It addresses current topics such as direct marketing, ethics, international strategy and brand equity. Also included is a 16 page colour advertisement insert.
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Format: | Printed Book |
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Language: | English |
Published: |
Reading, Mass. :
Addison-Wesley,
1998.
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Subjects: | |
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LEADER | 01932nam a22001697a 4500 | ||
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008 | 220117b |||||||| |||| 00| 0 eng d | ||
020 | |a 0321014111 | ||
082 | |2 22 |a 658.82 | ||
245 | |a Advertising and sales promotion strategy/ |c Gerard J. tellis. |h English | ||
260 | |a Reading, Mass. : |b Addison-Wesley, |c 1998. | ||
300 | |a xvii,483p. | ||
505 | |a Pt. I. Introduction to Advertising and Sales Promotion -- 1. Evolution of Advertising and Sales Promotion as Strategic Decisions -- 2. The Regulatory Environment of Promotion -- 3. Advertising Agencies and the Creative Process -- Pt. II. Communication Strategy -- 4. Introduction to Persuasion -- 5. How to Win and Hold Consumers' Attention -- 6. Persuasion with Information and Argument -- 7. Persuasion with Emotion: Use of Drama, Humor and Music -- 8. Persuasion Using Endorsers -- Pt. III. Sales Promotion Strategy -- 9. Overview of Sales Promotions -- 10. Retail Promotions -- 11. Trade Promotions -- 12. Consumer Promotions -- Pt. IV. Planning Advertising and Sales Promotion -- 13. Setting Goals for Advertising and Sales Promotion -- 14. Testing the Effectiveness of Advertising -- 15. Planning Mass Media -- 16. Planning Direct Media -- 17. Budgeting: Setting the Level and Timing of Promotion Expenditures -- 18. Integrated Advertising and Sales Promotion Strategy -- Glossary -- Company Index -- Name Index -- Subject Index. | ||
520 | |a This text communicates all aspects of promotion enabling prospective managers to design succesful strategies. It addresses current topics such as direct marketing, ethics, international strategy and brand equity. Also included is a 16 page colour advertisement insert. | ||
650 | |v Advertising-- Sales promotion. |x Marketing -- Management. | ||
942 | |c BK | ||
999 | |c 365540 |d 365540 | ||
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