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
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
Television and Radio
Direct Marketing: The Internet, Social Networking and Direct Mail
Creating the Advertising
Promotional Tools Used by Retailers
Public Relations: Promoting and Advancing the Retailer's Image
Instructors and Students:
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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.