Advertising and Sales Promotion

Hardcover (Print)
Rent from
(Save 75%)
Est. Return Date: 07/21/2015
Buy New
Buy New from
Buy Used
Buy Used from
(Save 34%)
Item is in good condition but packaging may have signs of shelf wear/aging or torn packaging.
Condition: Used – Good details
Used and New from Other Sellers
Used and New from Other Sellers
from $29.85
Usually ships in 1-2 business days
(Save 66%)
Other sellers (Hardcover)
  • All (11) from $29.85   
  • New (5) from $31.00   
  • Used (6) from $29.85   


Is advertising an area of interest for you? ADVERTISING AND SALES PROMOTION is a comprehensive introduction to the principles and practices of advertising. The course explores the social, ethical, and legal issues of advertising, historical influences, strategies, and media decision processes as well as integrated marketing communications. You will gain knowledge of techniques used in current advertising, including print, broadcast, and digital. The text provides an overview of how communication tools can be used to reach target audiences and increase consumer knowledge. ADVERTISING AND SALES PROMOTION employs relevant ads, exhibits, and photographs to capture your interest and through its writing style, gives a solid understanding of advertising along with the challenges facing the promotion, advertising, and marketing industries today. Prepare for the high energy excitement of advertising today with the powerful, leading content in ADVERTISING AND SALES PROMOTION, its accompanying supplements, and author-driven learning and teaching support.
Read More Show Less

Product Details

  • ISBN-13: 9781111573232
  • Publisher: Cengage Learning
  • Publication date: 1/1/2012
  • Edition description: New Edition
  • Pages: 480
  • Product dimensions: 8.70 (w) x 11.00 (h) x 0.90 (d)

Meet the Author

Ken Kaser taught business and marketing courses in Nebraska and Texas high schools for 30 years. He currently serves as the Director for the Event Management and Sales Certificate program at Conrad Hilton College at the University of Houston. Ken has authored or co-authored seven books; written national, state, and local curriculum; served in many professional leadership roles; and earned numerous teaching awards at the national, state, and regional levels.
Read More Show Less

Table of Contents

1. WHAT IS ADVERTISING? History of Advertising. Influences on Advertising. The Advertising Industry and Careers. 2. CONSUMER BEHAVIOR. The Consumer Is in Charge. Consumer Purchase Classifications. Influences on Consumer Behavior. 3. THE BASICS OF MARKETING. The Marketing Concept. The Target Market. Market Segmentation. 4. PRODUCT AND PRICE PLANNING. Product Development. Product Life Cycle. Price Planning. 5. DISTRIBUTION PLANNING. Channel of Distribution. Supply Chain Management. Distribution Logistics. 6. PROMOTION PLANNING. Promotion. Advertising and Public Relations. Personal Selling and Sales Promotion. Other Types of Promotion. 7. ADVERTISING MEDIA. Traditional Advertising Media. The Internet and Advertising. Alternative Forms of Advertising Media. 8. EFFECTIVE ADVERTISING AND SALES PROMOTION. Developing an Effective Advertising Campaign. Marketing Research for Advertising. Developing an Effective Sales Promotion Strategy. 9. COMMUNICATING EFFECTIVE ADVERTISING AND PROMOTIONAL MESSAGES. Role of Communication. Types of Communication. Effective Advertising and Promotional Messages. 10. MANAGEMENT OF EFFECTIVE ADVERTISING. The Advertising Plan. Creation of the Advertisement. Analysis and Evaluation of Advertising Messages. 11. CONSUMER-ORIENTED ADVERTISING AND SALES PROMOTION. Consumer-Oriented Advertising. Consumer-Oriented Sales Promotions. Branding and Positioning. 12. THE ECONOMICS OF ADVERTISING. Advertising and the Economy. Financial Planning for Advertising. Factors Affecting the Advertising Budget. 13. LEGAL AND ETHICAL ISSUES AFFECTING ADVERTISING. Government Regulation. Self-Regulation. Ethics in Advertising. 14. ADVERTISING IN A MULTICULTURAL MARKET. A Global Vision. Diversity and Advertising. Cross-Cultural Communication. 15. PLANNING YOUR FUTURE IN ADVERTISING. A Career in Advertising. The Workplace. Leadership, Career Development, and Team Building.
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)