Table of contents for Advertising & sales promotion / Ken Kaser.
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1. WHAT IS ADVERTISING? History of Advertising. Influences on Advertising. The Advertising Industry and Careers. 2. CONSUMER BEHAVIOR. The Consumer Is in Charge. Consumer Purchase Classifications. Influences on Consumer Behavior. 3. THE BASICS OF MARKETING. The Marketing Concept. The Target Market. Market Segmentation. 4. PRODUCT AND PRICE PLANNING. Product Development. Product Life Cycle. Price Planning. 5. DISTRIBUTION PLANNING. Channel of Distribution. Supply Chain Management. Distribution Logistics. 6. PROMOTION PLANNING. Promotion. Advertising and Public Relations. Personal Selling and Sales Promotion. Other Types of Promotion. 7. ADVERTISING MEDIA. Traditional Advertising Media. The Internet and Advertising. Alternative Forms of Advertising Media. 8. EFFECTIVE ADVERTISING AND SALES PROMOTION. Developing an Effective Advertising Campaign. Marketing Research for Advertising. Developing an Effective Sales Promotion Strategy. 9. COMMUNICATING EFFECTIVE ADVERTISING AND PROMOTIONAL MESSAGES. Role of Communication. Types of Communication. Effective Advertising and Promotional Messages. 10. MANAGEMENT OF EFFECTIVE ADVERTISING. The Advertising Plan. Creation of the Advertisement. Analysis and Evaluation of Advertising Messages. 11. CONSUMER-ORIENTED ADVERTISING AND SALES PROMOTION. Consumer-Oriented Advertising. Consumer-Oriented Sales Promotions. Branding and Positioning. 12. THE ECONOMICS OF ADVERTISING. Advertising and the Economy. Financial Planning for Advertising. Factors Affecting the Advertising Budget. 13. LEGAL AND ETHICAL ISSUES AFFECTING ADVERTISING. Government Regulation. Self-Regulation. Ethics in Advertising. 14. ADVERTISING IN A MULTICULTURAL MARKET. A Global Vision. Diversity and Advertising. Cross-Cultural Communication. 15. PLANNING YOUR FUTURE IN ADVERTISING. A Career in Advertising. The Workplace. Leadership, Career Development, and Team Building.
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