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Advertising and Promotion

Retail Advertising and Promotion

Jay Diamond
  • ©2011
  • 448 Pages
  • full color | softcover | 8.5 x 11
  • 978-1-56367-898-1
$104.00
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Retail Advertising and Promotion explores how today's retailers can effectively reach their existing customers while also attracting and retaining new ones. The only advertising book that focuses specifically on the retail industry, it covers historical perspectives, ethics, regulations, and current trends while featuring practical information on planning and budgeting and advice on how to work with advertising agencies. All forms of advertising media are covered, from newspapers and magazines to television, radio, outdoor advertising, and the Internet. The book also discusses promotional tools such as special events, visual merchandising, and public relations, providing students with all they need to coordinate successful advertising and promotional initiatives on behalf of a retail business.
  • Timely projects and exercises that enable students to apply concepts in practical ways
  • Current issues in ethics and social responsibility
  • Impact of the Internet and social networking on advertising and strategy
  • Learning objectives, summaries of key points, terms of the trade, discussion questions, exercises, and projects in each chapter
  • Focus on the multicultural consumer
  • Web site exploration for in-depth analysis

Instructors Resources
  • Instructor's Guide
  • PowerPoint® Presentation
Introduction to Advertising
  • The Impact of Advertising on the Retail Industry
  • Ethics and Social Responsibility in Today's Advertising Arena
Planning the Advertising Program
  • Pre-planning: Researching the Target Markets
  • Targeting the Multicultural Markets
  • Planning and Budgeting Strategies
  • In-house and External Resources for Advertising Development
The Advertising Media
  • Newspapers
  • Magazines
  • Television and Radio
  • Direct Marketing: The Internet, Social Networking and Direct Mail
  • Outdoor Advertising
Creating the Advertising
  • Print Media
  • Broadcast Media
Promotional Tools Used by Retailers
  • Special Events
  • Visual Merchandising
  • Public Relations: Promoting and Advancing the Retailer's Image

Instructors and Students:

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Jay Diamond is Professor Emeritus at Nassau Community College, where he served as the chair of the Fashion, Marketing, and Retailing Department as well as the Dean of Business. His honors include the Distinguished Professor of the State University of New York, as well as the first Distinguished Achievement Award at Nassau Community College. Diamond has written numerous textbooks on fashion, retailing, and marketing. In addition, he is the creative force for Diamond Educational Productions, a company that specializes in fashion, retailing, marketing, and professional development videos.

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