Advertising and sales promotion strategy

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Title:

Author:

Tellis, Gerard J., 1950-

ISBN:

9780321014115

Personal Author:

Tellis, Gerard J., 1950-

Publication Information:

Reading, Mass. : Addison-Wesley, 1998.

Physical Description:

xvii, 483 pages : illustrations (some color) ; 26 cm

Contents:

Introduction to Advertising and Sales Promotion. Evolution of Advertising and Sales Promotion as Strategic Decisions. The Regulatory Environment of Promotion. Advertising Agencies and the Creative Process -- Communication Strategy. Introduction to Persuasion. How to Win and Hold Consumers' Attention. Persuasion with Information and Argument. Persuasion with Emotion: Use of Drama, Humor and Music. Persuasion Using Endorsers -- Sales Promotion Strategy. Overview of Sales Promotions. Retail Promotions. Trade Promotions. Consumer Promotions -- Planning Advertising and Sales Promotion. Setting Goals for Advertising and Sales Promotion.

Subject Term:

Advertising.

Sales promotion.

Marketing -- Management.

Electronic Access:

Inhaltsverzeichnis Advertising and sales promotion strategy

Copies:

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Summary

For courses in Advertising Principles.

Advertising and Sales Promotion Strategy explores the full range of advertising principles and prepares prospective managers to understand the topic of promotion well enough to be able to design successful strategies. Interdisciplinary in focus, it integrates perspectives from marketing, economics, psychology, anthropology, and operations research. It captures the constantly changing nature of promotion, highlighting how firms develop new media, appeals, and methods to better compete with their rivals in a dynamic environment.