Advertising and Sales Promotion

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Overview

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.

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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 has been a successful educator in Texas and Nebraska for 31 years. He received his Masters and undergraduate degrees from the University of Nebraska. Ken has received numerous teaching and leadership awards at the local, state, and national levels. He was awarded the Nebraska, Texas, Mountain-Plains, and National Business Teacher of the Year Awards. Ken truly enjoys teaching and presenting topics ranging from "Humor in the Classroom" to "Sports and Entertainment Marketing". Ken has co-authored four Marketing textbooks (Sports and Entertainment Marketing, Sports and Entertainment Management, Hospitality Marketing, and Making the Most of Your Internship). Currently Ken Kaser is Director of the Conrad Hilton College at Sugar Land where an "Events Management" certificate is offered. Ken also is involved in recruiting students throughout the United States for the Conrad Hilton College.

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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.

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