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INTRODUCTION TO THE RETAIL
DETERMINING THE MEDIA MIX
THE NEW LOCAL ADVERTISING
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A. C. Nielsen adver advertising and sales advertising media announcement Arbitron audience beneﬁts broadcast Broadway budget buyer buying campaign catalog chandise clearance co-op color commercial copy cost customers department store direct mail Easter effective fashion director fashion promotion fashion retailer fashion show Figure ﬁgures ﬁlm ﬁnd ﬁrst ﬁt headline Liberty House listening look magazines major manufacturers markdown medium men’s merchan month Mother’s Day newspaper advertising Newspaper Advertising Bureau ofﬁce operation outﬁt paper percent percentage person picture production proﬁt purchases Radio Advertising rates reach reader reﬂect retail advertising retail store Saks Fifth Avenue sales promotion salespeople schedule season selling shoppers sound special events speciﬁc sportswear spots spring season station store’s story style television tion tising trafﬁc trends vertising viewer wear women year’s