Title:
Advertising and sales promotion
Author:
Koekemoer, Ludi.
ISBN:
9781485102199
Publication Information:
Cape Town : Juta, 2014.
Physical Description:
280 pages : illustrations ; 25 cm
Contents:
Chapter 1. Integrated marketing communication : past, present and future -- Chapter 2. Marketing communication planning and campaign tactics -- Chapter 3. Advertising -- Chapter 4. Advertising media and media planning -- Chapter 5. Personal selling -- Chapter 6. Public relations and word-of-mouth management -- Chapter 7. Sponsorship and event marketing -- Chapter 8. Evaluating the effectiveness of the IMC tools.
Abstract:
"Advances in technology and the change in customer profiles have changed advertising and sales as they have traditionally been conceived, forever. Marketers need to adapt their advertising and sales approaches in order to reach their rapidly changing market and keep up with their clients and customers. Advertising and sales promotion focuses on the main advertising media and sales approaches and the impact these have on the demands and pace of effective, persuasive communication in the current digital age."--Back cover.
Added Author: