Advertising and Sales Promotion
- AUTHOR: Ken Kaser
- ISBN-13: 9781111573232
- 480 Pages Hardcover
- 1st Edition
- ©2013 Published
- Prices are valid only in the respective region
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. Students 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. A student ACTIVITIES AND PROJECTS supplement as well as COURSEMATE add content and value to the product family. COURSEMATE provides instructors with all of the reporting tools needed to track student engagement, while students can access interactive study tools in a dynamic, online learning environment. It includes an enhanced eBook providing students with an interactive, online-only version of the printed textbook, a Student Learning Pathway, customized to the book, featuring a variety of integrated digital media, and has a simple, user-friendly interface. ADVERTISING AND SALES PROMOTION employs relevant ads, exhibits, and photographs to capture your students' interest and through its writing style, gives them a solid understanding of advertising along with the challenges facing the promotion, advertising, and marketing industries today.
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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