Promotion in the Merchandising Environment

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Bloomsbury Publishing USA, Sep 24, 2015 - Business & Economics - 464 pages
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With the rise of digital media, promotion remains a key element at each step of the merchandising process to communicate a clear message about a product, brand, or retailer to the end user. Promotion strategies that were once limited to traditional media-print ads, radio or TV commercials-must now integrate digital media and more innovative means of communication through social media to stay relevant. The third edition of Promotion in the Merchandising Environment explains the process of promotion and the promotion mix tools used for creating successful campaigns. With expanded coverage of digital media, updated examples and images of retail advertisements and promotional activities in each streamlined chapter, students will gain a full understanding of how to create a successful promotion campaign for retail products.


New to This Edition
~Updated chapter-opening vignettes relate the content of each chapter to the industry
~Now in full color with 60% new photographs, advertisements, charts and graphs
~New Chapter 3 The Creative Process in Promotion explains how the elements and principles of design are used in promotional activities and illuminates the creative relationship between retailers and advertising agencies
~New Chapter 8 New Media covers interactive retailing, e-commerce, and social media, such as Facebook, Twitter, Instagram, and Pinterest
~New end-of-chapter checklists for easy review of content and a new term-long advertising brand campaign assignment
~Emphasizes the concept of integrated marketing communications (IMC), the effects of consumers' changing attitudes and how changes in technologies and distribution channels are driving communication and fashion promotion today
~Coverage has been streamlined to 14 concise chapters

Instructor Resources
~Instructor's Guide with Test Bank provides suggestions for planning the course and using the text in the classroom, supplemental assignments, lecture notes, and sample test questions
~PowerPoint presentations include images from the book and provide a framework for lecture and discussion

 

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Contents

Market Segmentation
38
INTRODUCTION TO PROMOTION 1 CHAPTER 1Promotion and How It Works 3 Promotion in the 21st Century 4 New Consumer Attitudes 5 Ne...
47
CHAPTER 3The Creative Process
55
CHAPTER 2Consumer Behavior 27 Design Principles
64
CHAPTER 4Fashion Forecasting
83
PART 2
113
CHAPTER 6Promotion Planning
141
MEDIA
171
CHAPTER 10Direct Marketing
259
CHAPTER 11Public Relations
285
CHAPTER 12Personal Selling
309
CHAPTER 13Fashion Shows
331
CHAPTER 14Visual Merchandising
363
Functional and Decorative Props
379
Fashion Brand Promotion
387
Credits
407

CHAPTER 8New Media
207
PART 4
233

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About the author (2015)

Kristen K. Swanson is a Professor of Merchandising in the School of Communication at Northern Arizona University, US.
Judith C. Everett is Emeritus Professor of Merchandising in the School of Communication at Northern Arizona University, US.

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