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Author: Jay Diamond
Publisher: Fairchild Books
ISBN: 9781563678981
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
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. Instructors, contact your Sales Representative for access to Instructor's Materials.
Author: Jay Diamond
Publisher: Fairchild Books
ISBN: 9781563678981
Category : Business & Economics
Languages : en
Pages : 0
Get Book Here
Book Description
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. Instructors, contact your Sales Representative for access to Instructor's Materials.
Author: Harry B. Rutledge
Publisher:
ISBN:
Category : Advertising, Newspaper
Languages : en
Pages : 44
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Book Description
Author: Ovid Riso
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 8
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Book Description
Author: Christopher Vollmer
Publisher: McGraw Hill Professional
ISBN: 0071508295
Category : Business & Economics
Languages : en
Pages : 225
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Book Description
The Wall Street Journal Bestseller The Future is Now--Get Ready to Reap the Profits. We stand at the beginning of a consumer-centric age--an era with potentially enormous returns for leaders in marketing, advertising and media--if they get their approach right. The new media environment is “always on,” digitally accessible to audiences from anywhere at any time, and responsive to their control. As consumers get used to this, the world of marketing is shifting to one of constant experimentation, fine-grained insight through new metrics, and continual innovation of the visible advertising message, as well as the changing business infrastructure beneath it. The thought leaders at Booz & Company and strategy+business magazine have collaborated to create an up-to-the-minute exploration of this turbulent yet promising new digital era and its implications for corporate executives and marketing and advertising professionals. Giving you profiles of the best in the business and deep explorations of the most effective innovations and strategies in the marketing world, Always On introduces you to the companies that are reshaping the ways we will reach customers in the future. Their secrets are in this book, including how to: Match your messages to the right media Learn the leading strategies of consumer-centric pioneers Discover the lessons of laggard marketers Explore viral marketing Track advertising spending shifts Capture emerging opportunities in a world of constant change Master the new marketing metrics Engage your customers on their terms Figuring out the best mix of strategies for any brand requires experimentation, networking, innovation, analytics, and risk taking-qualities that have never been adequately nurtured in a marketer's traditional career path. Always On puts you at the front of the race for successful innovation, with the latest successful approaches and techniques--essential competitive knowledge in a marketing and advertising world that never quits.
Author: Jay P. Granat
Publisher: Psychology Press
ISBN: 9781560243663
Category : Business & Economics
Languages : en
Pages : 220
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Book Description
Here is the perfect book for entrepreneurs and small business owners who want to know how to create effective advertising on an affordable budget. Persuasive Advertising for Entrepreneurs and Small Business Owners shows you how to plan and execute money-making advertisements and commercials--on a workable budget. Jay Granat, an experienced marketing professional and ad man, provides readers with a practical understanding of advertising principles, media selection, copywriting, consumer behavior, and persuasive advertising methods in promotional efforts. These principles have important implications, and Jay Granat shows you how to utilize them and stay within your means. Successful cases from across the media--television, print, direct mail, radio, transit, and public relations, representing construction, law, medicine, publishing, retail businesses, restaurants, and others--highlight various prosperous approaches to persuasive advertising. Written specifically for entrepreneurs and small business owners, Granat's book is the first to explain how to use persuasive tactics and strategies. Ideal for established small business owners and those starting such a venture, this manual makes affordable advertising an easier step on the path to success. In addition to analyzing many aspects of advertising, this manual outlines appropriate networking and public relations strategies for entrepreneurs and small business owners. Granat teaches you how to construct money-making advertising and to recognize when your sales messages are effective and when the messages need to become more persuasive. To help illustrate the power of effective sales messages, he includes examples of his own advertising successes and failures. You will be better equipped to foresee when your own advertising campaigns are more likely to succeed or more likely to fail and how to reverse a failing campaign. Descriptions of the advantages and disadvantages of each advertising medium assist with the question of how to construct effective and persuasive selling messages for specific media. Whether you are looking for advice on how to plan a marketing/advertising campaign, ways to familiarize yourself with each medium available and select a medium to carry your messages, or how to use mind-set advertising, you will find it in Persuasive Advertising for Entrepreneurs and Small Business Owners. This abundance of useful information is ideal for copywriters, brand managers, entrepreneurial institutes, business professors, communications professionals, readers of Inc., Success, and Entrepreneur, advertising and marketing students, and of course, entrepreneurs and small business owners.
Author: Timothy P. Seward
Publisher: Entrepreneur Press
ISBN: 161308398X
Category : Business & Economics
Languages : en
Pages : 323
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Book Description
"This timely book is perfect for every brand or product marketer who wants to fully leverage the Amazon platform—both for sales and brand exposure. Timothy’s practical step-by-step advice is simple to follow and put into practice." —Steve Fisher, team lead, retail marketing, Lenovo "This book should be called the Ultimate Guide to Amazon because it’s so much more than just advertising. It’s really about building your brand on Amazon. Timothy is able to walk someone through how to do this step-by-step. It was easy to follow. I really enjoyed it." —Michelle Reed, senior vice president, Perry Ellis International Expand Your Brand Online and Offline with Amazon Advertising Amazon is where consumers search, learn about, and shop for your products (whether from you or another seller). And with 310 million active users and counting, this is the ecommerce platform you can’t afford to ignore. Amazon advertising and customer growth expert Timothy P. Seward shares nearly two decades of expertise in retail and ecommerce to lift the veil on doing business on Amazon. Seward shows you how to build an aggressive, streamlined advertising campaign, increase your search visibility, consistently capture consumer demand, and accelerate new product sales without big-budget national ad campaigns. You'll learn how to: Determine if Vendor Central or Seller Central is right for your brand Capture new customers through Sponsored Product Campaigns Apply the five essential elements of a high-quality product detail page Establish metrics, evaluate performance against keyword types, and perform competitive analyses Add negative keywords that can benefit your advertising campaigns Apply Amazon’s secret formula for long-term winning
Author: Albert E. Edgar
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 592
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Book Description
Author: John Philip Jones
Publisher: SAGE Publications
ISBN: 1452267561
Category : Business & Economics
Languages : en
Pages : 373
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Book Description
John Philip Jones, best-selling author of WhatÆs in a Name?, Advertising and the Concept of Brands, and When Ads Work: New Proof That Advertising Triggers Sales, has edited an authoritative handbook of research procedures that determine effective advertising. All participants in the advertising processùclients, media, and agenciesùare fully represented in How Advertising Works. Chapter authors reflect a global mix of academic and professional backgrounds and include Leo Bogart, Andrew Ehrenberg, Simon Broadbent, Herbert Krugman, and John Philip Jones himself. Most chapters have been specifically written for this volume and are complemented by a few adaptations of classic articles. The result is a single "knowledge bank" of theory and practice for advertising students and professionals. Future handbooks, also edited by John Philip Jones, will address key topics of advertising agency operation, brand building, and multinational advertising. How Advertising Works will be of interest to students and professionals in advertising, marketing, and communication
Author: David A. Aaker
Publisher: Free Press
ISBN: 1982146524
Category : Business & Economics
Languages : en
Pages : 368
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Book Description
In this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company’s business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, cobrands, and brand extensions. Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm’s profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.
Author: John McDonough
Publisher: Routledge
ISBN: 1135949131
Category : Business & Economics
Languages : en
Pages : 4291
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Book Description
For a full list of entries and contributors, a generous selection of sample entries, and more, visit the The "Advertising Age" Encyclopedia of Advertising website. Featuring nearly 600 extensively illustrated entries, The Advertising Age Encyclopedia of Advertising provides detailed historic surveys of the world's leading agencies and major advertisers, as well as brand and market histories; it also profiles the influential men and women in advertising, overviews advertising in the major countries of the world, covers important issues affecting the field, and discusses the key aspects of methodology, practice, strategy, and theory. Also includes a color insert.
