Advertising and sales promotion strategy

Gerard J. Tellis

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

I. AN INTRODUCTION TO ADVERTISING & PROMOTION. 1. Evolution of Advertising and Sales Promotion as Strategic Decisions. 2. The Regulatory Environment of Advertising and Sales Promotion. 3. Advertising Agencies. II. COMMUNICATION STRATEGY. 4. Introduction to Persuasion. 5. Winning and Holding Consumers' Attention. 6. Persuasion with Information and Argument. 7. Persuasion With Emotion Using Drama, Humor and Music. 8. Persuasion Using Endorsers. III. SALES PROMOTION STRATEGY. 9. Overview of Sales Promotion. 10. Retail Promotions. 11. Trade Promotions. 12. Consumer Promotions. IV. PLANNING ADVERTISING AND SALES PROMOTION. 13. Setting Goals for Advertising and Sales Promotion. 14. Testing Effectiveness of Advertising and Sales Promotion. 15. Planning Mass Media. 16. Planning Direct Media. 17. Setting the Advertising and Sales Promotion Budget. 18. Integrated Advertising and Sales Promotion Strategy

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