Advertising and Sales Promotion Strategy
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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The Regulatory Environment
Regulation of Specific Forms of Advertising
Advertising Agencies and the Creative
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adver Advertising Age advertising and sales Advertising Research agency appeal argument arouse attention audience behavior budget buyers campaign celebrities Chapter claim clients competition competitors consumer’s costs coupons creative deceptive direct media discount display effects of advertising elaboration likelihood model emotions endorsers evaluate example Exhibit exposure firm’s firms goals gross rating points households important increase individual involves Joe Camel journal of Marketing large number magazines major managers manufacturers market share Marketing Research mass media ment method million offer Pepsi percent persuasion price discrimination price promotion price-cut profits purchase reason rebates recall repetition response retail promotions Saatchi sales promotion sample schedule segments sell social desirability bias Source stimuli strategy Subaru subliminal advertising sumers target tion tising tive trade deal trade promotions unconditioned stimulus variables viewers Wall Street journal