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Zusatztext This is a rival to Kleppner’s Advertising Procedure : Contemporary, comprehensive and beautifully illustrated. Having read Jay Diamond’s older and similar book from 1998, I am impressed to see this updated version which is very smartly aligned with present-day advertising and retail practices. It’s a must for any library or even personal book-shelf. Informationen zum Autor Jay Diamond is Professor Emeritus at Nassau Community College, where he served as the Chair of the Fashion, Marketing, and Retailing Department as well as the Dean of Business. His honors include the Distinguished Professor of the State University of New York, as well as the first Distinguished Achievement Award at Nassau Community College. Diamond has written numerous textbooks on fashion, retailing, and marketing. In addition, he is the creative force for Diamond Educational Productions, a company that specializes in fashion, retailing, marketing, and professional development videos. Vorwort Retail Advertising and Promotion explores how today's retailers can effectively reach their existing consumer base, attract new shoppers to their companies, and turn those shoppers into customers. Zusammenfassung Retail Advertising and Promotion explores how today's retailers can effectively reach their existing consumer base, attract new shoppers to their companies, and turn those shoppers into customers. Inhaltsverzeichnis Part One: Introduction to Advertising Chapter 1: The Impact of Advertising on the Retail IndustryChapter 2: Ethics and Social Responsibility in Today’s Advertising Arena Part Two: Planning the Advertising Program Chapter 3: Pre-planning: Researching the Target MarketsChapter 4: Targeting the Multicultural MarketsChapter 5: Planning and Budgeting StrategiesChapter 6: In-house and External Resources for Advertising Development Part Three: The Advertising Media Chapter 7: NewspapersChapter 8: MagazinesChapter 9: Television and RadioChapter 10: Direct Marketing: The Internet, Social Networking and Direct MailChapter 11: Outdoor Advertising Part Four: Creating the Advertising Chapter 12: Print MediaChapter 13: Broadcast Media Part Five: Promotional Tools Used by Retailers Chapter 14: Special EventsChapter 15: Visual MerchandisingChapter 16: Public Relations: Promoting and Advancing the Retailer’s Image Part Six: Putting It Together Chapter 17: Dovetailing the Advertising and Promotional Tools...
