Advertising and Sales Promotion Strategy

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Addison-Wesley, 1998 - Business & Economics - 483 pages
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.

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Contents

The Regulatory Environment
34
Regulation of Specific Forms of Advertising
43
Advertising Agencies and the Creative
61
Copyright

33 other sections not shown

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