Retail Advertising and Promotion (Paperback)

Part One: Introduction to Advertising Chapter 1: The Impact of Advertising on the Retail Industry Chapter 2: Ethics and Social Responsibility in Today's Advertising Arena Part Two: Planning the Advertising Program Chapter 3: Pre-planning: Researching the Target Markets Chapter 4: Targeting the Multicultural Markets Chapter 5: Planning and Budgeting Strategies Chapter 6: In-house and External Resources for Advertising Development Part Three: The Advertising Media Chapter 7: Newspapers Chapter 8: Magazines Chapter 9: Television and Radio Chapter 10: Direct Marketing: The Internet, Social Networking and Direct Mail Chapter 11: Outdoor Advertising Part Four: Creating the Advertising Chapter 12: Print Media Chapter 13: Broadcast Media Part Five: Promotional Tools Used by Retailers Chapter 14: Special Events Chapter 15: Visual Merchandising Chapter 16: Public Relations: Promoting and Advancing the Retailer's Image Part Six: Putting It Together Chapter 17: Dovetailing the Advertising and Promotional Tools