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

Overview

About The Product

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.

Features

  • 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.
  • ENGAGEMENT TRACKER, available within every CourseMate product, allows you to assess your students' preparation and engagement. This intuitive, online reporting tool makes it easy for you to evaluate use of study resources, monitor time-on-task and track progress for the entire class or for individual students. Instantly see what concepts are the most difficult for your class and identify which students are at risk throughout the semester.
  • This text brings a solid understanding of advertising strategy to life with dynamic visuals and graphic examples to provide the innovative, integrated learning experience your students need for winning advertising results and business success.
  • Sharpen Your 21st Century Skills offers 21st Century learning skill-building information with activities that help encourage critical thinking.
  • Make Academic Connections provides the integrated curriculum activities that show students how advertising concepts relate to other courses of study.
  • Impact Advertising is a case study of a real ad campaign, followed by thought-provoking questions, that captures the student's interest and introduces the concepts in each chapter.
  • Focus on Advertising uses real advertising examples to introduce and reinforce concepts covered in each lesson for better comprehension.
  • Spotlight on Success, found in every chapter, describes advertising success stories of real companies.
  • Advertisements and illustrations provide real-world examples that make the content interesting, relevant, and tangible for students.
  • Reality Check is a full-page feature that enriches students' knowledge by acquainting them with real-world issues and challenges faced by businesses and consumers today.
  • Competitive Event Prep: Winning Edge activities found throughout the text prepare students for the popular BPA, DECA, and FBLA advertising competitive events.
  • Product Web site: www.cengage.com/school/marketing/advertising. This easy-to-navigate Website provides you with access to an array of teaching and learning resources at no additional cost. These tools help you transcend the limitations of traditional teaching methods, transform how students learn, and spark creativity in your classroom. The Instructor site will include Solutions to the Activities and Projects, Instructor Resource files including Text Solutions, PowerPoints, Lesson Plans, Teaching Suggestions, and more!

About the Contributor

AUTHOR
  • Ken Kaser

    Ken Kaser taught business and marketing courses in Nebraska and Texas high schools for 30 years. He currently serves as the Director for the Event Management and Sales Certificate program at Conrad Hilton College at the University of Houston. Ken has authored or co-authored seven books; written national, state, and local curriculum; served in many professional leadership roles; and earned numerous teaching awards at the national, state, and regional levels.

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.

Components

Teacher Components

  • Project Workbook  (ISBN-10: 1133110215 | ISBN-13: 9781133110217)
    This student workbook includes study guide information for DECA prep with additional projects associated with DECA competitive events.
    Price = 26.00

Student Supplements

  • Project Workbook  (ISBN-10: 1133110215 | ISBN-13: 9781133110217)
    This workbook includes study guide information for DECA prep with additional projects associated with DECA competitive events.
    Price = 26.00

Best Buy Packages

Other Popular Packages

Choose the textbook packaged with the resources that best meet your course and student needs. Contact your Cengage Learning representative for more information.


Bundle: Online Adobe PDF eBook Printed Access Card (6)

  • ISBN-10: 1133286372  | ISBN-13: 9781133286370
  • Price = $70.50

Bundle: Text + Online Adobe PDF eBook Printed Access Card (6)

  • ISBN-10:  1133286364 | ISBN-13:  9781133286363
  • Price = $75.50