Retail Advertising and Promotion explores how today's retailers can effectively reach their existing customers while also attracting and retaining new ones. The only advertising book that focuses specifically on the retail industry, it covers historical perspectives, ethics, regulations, and current trends while featuring practical information on planning and budgeting and advice on how to work with advertising agencies. All forms of advertising media are covered, from newspapers and magazines to television, radio, outdoor advertising, and the Internet. The book also discusses promotional tools such as special events, visual merchandising, and public relations, providing students with all they need to coordinate successful advertising and promotional initiatives on behalf of a retail business. Instructors, contact your Sales Representative for access to Instructor's Materials.
Jay Diamond is Professor Emeritus at Nassau Community College.
1. Introduction to Advertising 1.1.The Impact of Advertising on the Retail Industry 1.2.Ethics and Social Responsibility in Today's Advertising Arena 2. Planning the Advertising Program 2.1.Pre-planning: Researching the Target Markets 2.2.Targeting the Multicultural Markets 2.3.Planning and Budgeting Strategies 2.4.In-house and External Resources for Advertising Development 3. The Advertising Media 3.1.Newspapers 3.2.Magazines 3.3.Television and Radio 3.4.Direct Marketing: The Internet, Social Networking and Direct Mail 3.5.Outdoor Advertising 4. Creating the Advertising 4.1.Print Media 4.2.Broadcast Media 5. Promotional Tools Used by Retailers 5.1.Special Events 5.2.Visual Merchandising 5.3.Public Relations: Promoting and Advancing the Retailer's Image