ISBN-10:
156367551X
ISBN-13:
2901563675514
Pub. Date:
07/28/2007
Publisher:
Bloomsbury Academic
Promotion in the Merchandising Environment / Edition 2

Promotion in the Merchandising Environment / Edition 2

by Kristen K. Swanson

Hardcover

View All Available Formats & Editions
Current price is , Original price is $115.0. You
Select a Purchase Option (Older Edition)
  • purchase options
    $25.98 $115.00 Save 77% Current price is $25.98, Original price is $115.0. You Save 77.4086956521739%.
    • Free return shipping at the end of the rental period details
    • Textbook Rentals in 3 Easy Steps  details
    icon-error
    Note: Access code and/or supplemental material are not guaranteed to be included with textbook rental or used textbook.
  • purchase options
    $56.92 $115.00 Save 51% Current price is $56.92, Original price is $115. You Save 51%.
    icon-error
    Note: Access code and/or supplemental material are not guaranteed to be included with textbook rental or used textbook.

Overview

Promotion in the Merchandising Environment / Edition 2

With the rise of digital media, promotion remains a key element at each step of the merchandising process to communicate a clear message about a product, brand, or retailer to the end user. Promotion strategies that were once limited to traditional media-print ads, radio or TV commercials-must now integrate digital media and more innovative means of communication through social media to stay relevant. The third edition of Promotion in the Merchandising Environment explains the process of promotion and the promotion mix tools used for creating successful campaigns. With expanded coverage of digital media, updated examples and images of retail advertisements and promotional activities in each streamlined chapter, students will gain a full understanding of how to create a successful promotion campaign for retail products.

New to This Edition
~Updated chapter-opening vignettes relate the content of each chapter to the industry
~Now in full color with 60% new photographs, advertisements, charts and graphs
~New Chapter 3 “The Creative Process in Promotion” explains how the elements and principles of design are used in promotional activities and illuminates the creative relationship between retailers and advertising agencies
~New Chapter 8 “New Media” covers interactive retailing, e-commerce, and social media, such as Facebook, Twitter, Instagram, and Pinterest
~New end-of-chapter checklists for easy review of content and a new term-long advertising brand campaign assignment
~Emphasizes the concept of integrated marketing communications (IMC), the effects of consumers' changing attitudes and how changes in technologies and distribution channels are driving communication and fashion promotion today
~Coverage has been streamlined to 14 concise chapters

Instructor Resources
~Instructor's Guide with Test Bank provides suggestions for planning the course and using the text in the classroom, supplemental assignments, lecture notes, and sample test questions
~PowerPoint presentations include images from the book and provide a framework for lecture and discussion

Product Details

ISBN-13: 2901563675514
Publisher: Bloomsbury Academic
Publication date: 07/28/2007
Edition description: Older Edition
Pages: 560
Product dimensions: 6.50(w) x 1.50(h) x 9.50(d)

About the Author

Kristen K. Swanson is a Professor of Merchandising in the School of Communication at Northern Arizona University, US.
Judith C. Everett is Emeritus Professor of Merchandising in the School of Communication at Northern Arizona University, US.

Table of Contents

Prefacexix
Part 1Role of Promotion
1Promotion: a Global Perspective2
2Consumer Behavior28
Part 2Promotion Structure
3Promotion Organizations60
4Planning90
5Budget116
6Promotional Aspects of Forecasting148
Part 3Promotion Mix
7Advertising and the Creative Process178
8Print Media216
9Broadcast Media260
10Direct Marketing286
11Sales Promotion326
12Publicity and Public Relations354
13Personal Selling382
14Special Events410
15Fashion Shows436
16Visual Merchandising464
Part 4Evaluation and Accountability
17Measuring Promotional Effectiveness494
18Social Impact and Ethical Concerns524
References551
Glossary561
Index577

Customer Reviews

Most Helpful Customer Reviews

See All Customer Reviews